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(Reuters) – Kering announced on Thursday the appointment of Demna, 43, as artistic director of his Gucci brand.
Demna Gvasalia, stylist of Georgian origin, has occupied the position of artistic director of Balenciaga since 2015. He will take up his new functions in July 2025.
The fashion designer had been the subject, in 2021, of a controversy linked to an advertisement accused of containing inappropriate images involving children.
He then apologized to his Instagram account. Cédric Charbit, then Chairman and Chief Executive Officer of Balenciaga, had announced the creation of an “image advice” responsible for assessing the content of the brand’s advertisements.
Gucci, which represents about half of Kering’s turnover, separated from its former artistic director Sabato de Sarno at the beginning of February, saw its sales decrease strongly in 2024.
In a note published a few days later, analysts from Bernstein and Stifel had agreed that a new artistic director of “High renown” was essential for the flagship brand, so that Kering forecasts materialize in 2025.
“I am happy to contribute with Stefano (Cantino) and the whole team to write a new chapter of the incredible story of Gucci,” the stylist said in a statement.
(Written by Pauline Foret, edited by Augustin Turpin)
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