Gucci Gets Demna
Gucci under Demna Gvasalia is set to twist heritage into something raw, subversive, and impossible to ignore.
Look three from Balenciaga’s Summer 2025 collection- one of the last collections designed by Demna Gvasalia. The model wears an all black lace bodysuit reminiscent of lingerie. Complete with garters, pantyhose, matching shoulder length gloves, and dark sunglasses- to create an edgy, femme-fatale look. Photo courtesy of Balenciaga. Available via IG @balenciaga. © All rights belong to their respective owners. No copyright infringement intended.
After a decade leading the Balenciaga brand, Georgian designer Demna Gvasalia is leaving to become the new artistic director of Gucci. These changes will give both brands the chance to acquire a new, fresh perspective. Following the departure of Gucci's Alessandro Michele, the company has experienced a decline in revenue while struggling to find a suitable replacement for the position. Demna can reinvent the legendary brand with innovative, avant-garde designs, changing Gucci's more traditional style choices. Throughout his decade-long tenure with Balenciaga, Demna has been credited with transforming the brand’s style with his provocative designs. It’s easy to see why Gucci tapped him to be their next director, considering they need a significant change to revive their brand and connect to a new generation.
The move has surprised many, considering Demna’s distinct iconic style and strong relationship with Balenciaga. But it offers the chance for new creative growth, allowing Gucci and Balenciaga to experience fresh input. Demna will even have the opportunity to explore his style under the aesthetic of a new iconic fashion house, giving him the chance to expand his repertoire. Italian designer Pierpaolo Piccioli, formerly from Valentino, has been tasked with taking over Demna's previous role at Balenciaga. The pair’s first collections under their new fashion houses will certainly set the tone for the brand's respective futures. For Demna's final collection with Balenciaga, titled "Exactitudes" for Spring 2026, he featured a legendary collaboration with Britney Spears- the pop star’s first collaboration in many years. For the special occasion, Demna designed limited-edition vintage-style merchandise with iconic photos of Britney and even her signature.
The final collection takes a look back at his ten-year tenure, blending elements from previous designs and 35 Balenciaga collections with personal pieces from his wardrobe. It features unique footwear, elevated streetwear, and exaggerated silhouettes, perfectly showcasing his signature style. His collection was inspired by a photographic project by Ari Versluis and Ellie Uyttenbroek, which focuses on capturing stylistic tribes and archetypes. He also had a Ready-To-Wear collection and a curated playlist featuring remixes by BFRND, including his collaboration with Britney Spears. The collection was presented on the last day of his retrospective exhibition titled "Balenciaga by Demna" at Kering's Paris headquarters from June 26th to July 9th.
The exhibition showcased 50 garments from the designer’s time at Balenciaga and included audio by Demna himself. He was quoted as saying, “This couture collection is a tribute to subculture dress codes as important influences on my fashion vocabulary. I chose four permanent components of Cristóbal Balenciaga’s last two decades of collections and applied them to my design aesthetic to create a bridge between Balenciaga’s signature elegance and silhouette and my own personal style.” They honored his commitment to not only embody the brand’s creator but also his dedication to sustainable fashion and intricate design techniques.
Over the years, Demna’s distinctive style has become an integral part of Balenciaga’s designs. His appointment shifted the brand's focus from traditional haute couture to a more experimental style heavily influenced by streetwear. It stands to reason that his style will completely disrupt the foundation of Gucci. It will be interesting to see how these two brands evolve in the coming years under their new creative directions. With so many shake-ups and changes, it seems both brands are vying to survive the declining luxury market.
