Fashion's revolving door is showing no signs of slowing down. On Thursday, March 13, the industry was sent into shockwaves when Gucci and its parent company Kering announced that Demna Gvasalia—Balenciaga’s creative director since 2015—would be the Italian house’s next artistic director.
The news comes just weeks after Sabato De Sarno’s departure in February, following a tenure that lasted just shy of two years.
In a press statement, the brand underscored the rationale behind the shift in leadership, highlighting how Demna’s unorthodox design philosophy would breathe new life into Gucci. “Demna’s contribution to the industry, to Balenciaga, and to the Group’s success has been tremendous. His creative power is exactly what Gucci needs,” said François-Henri Pinault, Chairman & CEO of Kering.
Gucci CEO Stefano Cantino echoed this sentiment, emphasizing Demna’s distinct ability to marry a brand's heritage codes with contemporary, fashion-forward sensibilities. “With Gucci’s strengthened foundations as a springboard, Demna will lead the House towards renewed fashion authority and enduring cultural relevance,” he stated.
A change in creative leadership signals a new visual era for a fashion house, shaping the brand's next chapter altogether. So, if you’re keen to know about what lies ahead for Gucci, here’s everything you need to know about its new artistic director.
Who Is Demna? 10 Things to Know About Gucci’s New Artistic Director
1. He's an Aries.
Demna was born on March 25, 1981 in Sukhumi, Georgian Soviet Socialist Republic, to a Georgian father and a Russian mother. He is currently 41 years old.
2. He lived through the War of Abkhazia.
At age 10, Demna and his family fled their hometown after separatist forces bombed their home in Sukhumi during the war in Abkhazia—a conflict marked by the ethnic cleansing of Georgians. They traversed the Caucasus Mountains and eventually sought refuge in Tbilisi, Georgia’s capital.
3. He has a degree in International Economics.
In 2001, he graduated from Tbilisi State University with a degree in International Economics. Later that year, his family relocated to Düsseldorf, Germany, where they spent three months in an immigrant camp.
4. He studied fashion at the Royal Academy of Fine Arts Antwerp.
With a long-standing interest in garment construction, Demna pursued fashion at Antwerp’s prestigious Royal Academy of Fine Arts—an institution that has produced luminaries like Martin Margiela, Dries Van Noten, and Ann Demeulemeester. He completed his master's degree in fashion design in 2006.
5. He worked for Maison Margiela and Louis Vuitton.
After completing his studies, Demna moved to Paris where he worked with several French fashion houses. Notably, in 2009, he joined Maison Margiela's design team, where he was the senior designer for women's collections until 2013. He then took his talents to Louis Vuitton, where he was appointed senior designer of women’s ready-to-wear collections. During this time, he worked with the brand's then-creative director Marc Jacobs and eventually with Nicolas Ghesquière.
6. He co-founded Vetements.
In 2014, Demna and his brother Guram launched Vetements alongside a collective of seven anonymous designers. The brand, whose name translates to “clothing” in French, gained recognition for its subversive take on contemporary street style, characterized by supersized silhouettes, deconstructed tailoring, and bold graphic prints.
In September 2019, Demna stepped away from Vetements to focus on other artistic ventures.
7. He was Balenciaga's creative director for 10 years.
In 2015, Demna succeeded Alexander Wang as Balenciaga’s creative director. Tasked with revitalizing the legacy of Cristóbal Balenciaga, his tenure became synonymous with an irreverent, subversive approach to fashion. “My Balenciaga is for those who understand, value, and enjoy what I do… It is for people who are not afraid to be different,” he told GQ magazine in a 2021 interview.
One of his most defining contributions came in 2021 when he staged Balenciaga’s first couture show since Cristóbal Balenciaga closed the atelier in 1968. The collection, presented at the reopened couture salons on Avenue George V, was anchored on the philosophy of making couture ensembles relevant to the modern era.
8. He has multiple awards under his name.
Demna’s impact on fashion has earned him numerous accolades. Just three seasons after launching Vetements, the brand was nominated for the LVMH Young Fashion Designer Prize. In 2017, he took home the Council of Fashion Designers of America (CFDA) International Award for his work at Vetements and Balenciaga, followed by the Accessories Designer of the Year award in 2018. In 2021, the CFDA honored him again with the Global Women’s Designer Award.
Beyond fashion, his contributions have also been recognized on a national level. In 2021, Georgian President Salome Zurabishvili awarded him the Order of Honor for his role in promoting Georgia’s presence on the global stage. More recently, in January 2025, he was bestowed the Chevalier de l’Ordre des Arts et des Lettres (Knight of the Order of Arts and Letters) title by French Minister of Culture Rachida Dati—the highest artistic distinction in France.
9. He’s a vocal advocate for humanitarian causes.
Having experienced displacement firsthand, Demna frequently devotes his platform to shedding light on war crimes committed against Georgians. Notably, a number of his collections at Balenciaga and Vetements drew inspiration from his life as a refugee.
For instance, for Balenciaga’s Fall/Winter 2022 show, he staged a haunting snow-covered runway where models trudged through a simulated blizzard in catsuits and thigh-high boots. The presentation referenced the humanitarian crisis in Ukraine, a cause he actively supports as an ambassador for the fundraising initiative led by Ukrainian President Volodymyr Zelenskyy. "The war in Ukraine has triggered the pain of a past trauma I have carried in me since 1993, when the same thing happened in my home country," Demna told The Guardian.
10. Demna is Gucci's next artistic director.
Following Sabato De Sarno’s departure in February 2025, Kering officially named Demna as Gucci’s next creative leader. While details about his debut collection remain under wraps, he is expected to bring his avant-garde designs to the house’s storied heritage. Before fully stepping into his new role, Demna will present his final couture collection for Balenciaga on July 6.
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