Kering, the parent company of Gucci, has appointed Demna as the new creative director of the brand, a significant event. With the recent challenges, such as a rapid decline in sales and changing consumer tastes, facing Gucci, the announcement was more than long overdue.

The task of reshaping the art of the Gucci brand and of giving it a new boost in the world market was certainly Demna’s when he was appointed to the position. The identified global markets for business reconnection are major markets like the US, Europe, and China.

Not the choice of the expected high-profile external candidate, but Demna’s has been a cause for heated debate among insiders in the fashion industry and, more importantly, investors.

The drastic reduction of the stocks of Kering was thought to have been influenced by not only the downside of the matter but also, now, by the potential benefits that this new approach brings.

With reality being the main factor here, some experts give conflicting evaluations of that vision, with some of them unconvinced that Gucci’s timeless apparel matches Demna’s more daring and streetwear-based products. In contrast, others see Gucci’s move as timely for them to resecure their position as a global trendsetter and as a means of bringing freshness to their collection designs.

The situation with the current sales of Gucci definitely underscores the current need for this replacement. During the last quarter of 2024, the brand saw a 24% decrease in sales, which made it one of the companies with the main shares in the decline of the stock by 40%.

Some of the reasons for this downturn are the low store traffic, not only in Gucci’s stores but also in other designer outlets, and the brand’s designers, who have failed to capture the hearts and wallets of end-users, among others, which together have led to the revenue drop.

Gucci’s previous creative director’s decision to move to simpler and more traditional styles was not enough to overcome the sadness of the brand, and thus, necessitated a suitable reshaping.

Dema will be on July 1st, so the period between his first day at the office and the debut of his impact on the catwalk is what raises questions. Those from the industry are very interested in the speed that this new man, Demna, also known as Mr. Gucci, will achieve from the moment he joins the team to the September Fashion Week in Milan.

The impression is that many Gucci fans believe the real change will only be seen in 2026, which is what fuels the excitement. It should be noted that Gucci’s design studio has also been in control of product design for a while, and their latest collections have been mainly a mix of the most iconic eras of the brand.

The latest Fall-Winter 2025-2026 lineup is actually the result of the brand’s own studio, which has impressively blended tradition with the latest trends. Modern silhouettes and creative accessories were highlighted alongside the 70th anniversary of the Horsebit emblem, while iconic double-G and Horsebit motifs gave the brand’s past a new life in a very different style.

The collection was not only a reflection of the brand’s rich history, but it also signified a strong commitment to modernity and to the trial of boldness to create a new look. The changeover period has allowed the brand’s artisans and designers to show their in-depth understanding of the brand’s essence even in the absence of a creative leader who was still to be found at the time.

Now, Kering’s top management still thinks that they have the right plan for Gucci; it’s just that they keep on repeating it. The company’s focus in relation to the brand is on connecting it with traditions of the past, while also making the brand new and different.

We have learned that a new direction has been set up by the company, which means not only has communication been refreshed, but also the store windows have been revamped, and the full-price boutiques have become the primary concern for the company.

Gucci Interactive, the collaborative online platform, has been severely affected by the company’s decision to withdraw from its subsidiaries and enforce more stringent channel conditions. The company’s main goal is to make the luxury retail experience an even more exclusive and more stirring one for its customers.

The reborn determination for their core values and aspirational charm is regarded as a critical and vital part of the rebuilding process of Gucci’s brand image in the luxury market.

Leaders of the brand believe that the cornerstone they laid over the past two years will be a strong basis for a great comeback, in which Demna’s creative vision is expected to play a key role. The process is said to be finished, and there is an evident feeling of enthusiasm about the opportunities that are about to come.

At Balenciaga, Demna has built his name as a designer who makes bold, sometimes controversial decisions, which not only make the brand more provocative but also add to the excitement by bringing an unknown side of fashion.

The very same people who see his appointment as a risk are, at the same time, the ones who believe that his power to create news, as well as increased sales, might be exactly what Gucci needs to make a turnaround. Fashion lovers are eager to observe how Demna manages to mix his experimental nature with the various tastes and demands of Gucci’s wide and picky customer base.

On the other hand, the Gucci in-house team has been working on creating collections that not only honor the brand’s rich past and legacy but also reflect their bright future. The fashion shows held recently have depicted the team effort spirit of the house, with artisans, designers, and PR specialists sharing bags, their ideas, and being a part of brand-building.

This unified approach has made it possible for the brand to maintain its place among the most luxurious fashion brands, and it has been constantly watched by many during this period of the brand’s transition.

With the clock ticking to Demna’s first-ever collection, there is a sense of anticipation and unease. The stakes are high, and the result will not only be a make-or-break for Gucci but will also set the trend for the rest of the luxury sector.

The question is not answered yet if Demna could blend his own particular style with that of Gucci’s heritage well, but one thing is for sure – the whole world will be sitting on the edge of their seats to see as Gucci starts this new, exciting journey.