Demna Gvasalia Leaves Balenciaga to Become Gucci's New Artistic Director
After nearly a decade at the helm of Balenciaga, renowned Georgian designer Demna is set to take over as artistic director of Gucci, starting in July 2025, Kering, the French luxury conglomerate that owns both brands, announced on Thursday.
Demna, who dropped his last name Gvasalia in 2021, has been one of the most provocative figures in fashion, redefining luxury with his avant-garde, boundary-pushing designs. Since joining Balenciaga in 2015, he transformed the brand into a cultural and artistic battleground, challenging conventional aesthetics and consumer perceptions.
Among his most talked-about creations was the $2,000 “Ikea” bag, a luxury leather replica of the iconic 99-cent blue tote, and the “poverty chic” aesthetic that sparked industry-wide debate. His bold designs gained global attention, with Kim Kardashian donning a full-body black shroud at the 2021 Met Gala, reinforcing Demna’s reputation for theatrical and conceptual fashion.
Despite his success, Demna faced backlash in late 2022 over a controversial advertising campaign featuring children with teddy bear bags outfitted with studs and harnesses, a campaign that was widely criticized for its disturbing undertones.
