Demna Gvasalia, now going by his given name, is a renowned and innovative fashion designer. He has joined Gucci, the largest luxury fashion house in Italy, with a revenue of €7.65 billion in 2024. The challenge for Demna is to integrate Gucci’s codes and spirit with his own design language. With a focus on streetwear and a socially pragmatic approach, Demna may excel at Gucci, which has a broader reach than his previous employer, Balenciaga. Gucci’s chaotic history and global outlook could be a rich source of inspiration for Demna. His appointment was announced after a meeting with Kering’s deputy CEO, Francesca Bellettini, who revealed that Demna was approached several months ago and has already begun immersing himself in Gucci’s archives.
