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Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Gucci Picked Demna

The era-defining Balenciaga designer will take the reins of Italy’s biggest luxury brand in a surprise shakeup of parent company Kering’s creative ranks. The French group is under pressure to turn around performance after profits tumbled 46 percent last year.
Gucci has named Demna its new artistic director, selecting an era-defining fashion provocateur from within parent company Kering’s own creative ranks to fuel its next chapter.
Gucci has named Demna its new artistic director, selecting an era-defining fashion provocateur from within parent company Kering’s own creative ranks to fuel its next chapter. (Demna)

PARIS —

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Further Reading

Sabato de Sarno Exits Gucci

The creative director is leaving after two years at the brand, whose pivot to more universal styling and an emphasis on iconic wardrobe pieces has struggled to gain traction in a tough market for luxury.

About the authors
Robert Williams
Robert Williams

Robert Williams is Luxury Editor at The Business of Fashion. He is based in Paris and drives BoF’s coverage of the dynamic luxury fashion sector.

Vikram Alexei Kansara
Vikram Alexei Kansara

Vikram Alexei Kansara is Editorial Director at The Business of Fashion. He is based in London and oversees BoF’s luxury, fashion week, art, sustainability, global markets and opinion verticals.

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