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Pinault Noir

Demna’s surprise appointment at Gucci raises more questions than it answers. To wit: Can the single-minded designer stanch the bleeding from the De Sarno era with a harsh aesthetic that seems almost anathema to Gucci’s codes? And what will it mean for Kering’s sagging stock price?

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Demna Gvasalia
This is the craziest, riskiest thing Kering could have done: Demna is a genius, but polarizing. Photo: Jillian Sollazzo/WWD/Penske Media via Getty Images
Lauren Sherman
March 13, 2025

The decision to appoint Demna (né Demna Gvasalia) as Gucci’s new creative director was made three months ago, but it was only during the past week that information started seeping out of Kering’s walls. Demna to Gucci?, people said, almost in disbelief. At Demna’s last Balenciaga show on Sunday night, however, you could feel some form of finality in the air.

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