When Demna Takes the Helm at Gucci, François-Henri Pinault Might Have a Memoir Worth Writing

The night of March 13-14, 2025, Beijing time, will go down in fashion history as a night of breaking news—though neither of the two major announcements offers clear answers, only adding more uncertainty to an already foggy landscape.

Among them, Kering's bombshell announcement caught even those unrelated to the company off guard. As for those directly affected, they might need to take a "shock leave" just to process it all.

Without any clue, Kering declared that Demna, Balenciaga's current artistic director, will be moving to Gucci, replacing Sabato De Sarno, who departed last month.

François-Henri Pinault, chairman and CEO of Kering, stated in the official announcement: "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. As I thank him for everything he has accomplished over the past 10 years, I look forward to seeing him shape Gucci’s new artistic direction."

Demna is set to conclude his decade-long tenure at Balenciaga with a haute couture show this July, after which he will fully transition to his new role at Gucci.

Although Kering has yet to confirm the date of his debut collection, given this timeline, we may see his vision for Gucci take shape before the end of the year. With more than six months until his final Balenciaga show, Demna will have ample time to refine his approach to Gucci's new direction.

The news sparked an immediate uproar across the fashion industry, stunning not only insiders but also casual observers. In a recent analysis of the Fall/Winter 2025 fashion season, ConCall noted in “This Season's Fashion Weeks: The Mundane Has Its Reasons, and the Exceptional Is Rare” that “Gucci cannot remain as it is. While Sabato De Sarno's departure may not significantly impact the brand, what Gucci needs most right now is a creative force capable of a radical reinvention—both an opportunity and a risk.” Yet, few could have predicted that this force would be none other than Demna.<