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After ten years, Demna, the Georgian-born designer behind the polarizing creative direction at Balenciaga, will now take over at Gucci. He will succeed its former artistic director, Sabato De Sarno, who has helmed the label for less than two years. Kering, the parent company of both fashion houses, made the surprise announcement Thursday afternoon to a gaggle of reporters at its Paris headquarters.

Gucci, Italy’s largest fashion house by revenue, according to Vogue, reported a 23 percent loss in 2024. Through this revolving door of designers, it seems the brand has struggled to inject new life into the legacy label. While Demna’s appointment comes as a surprise to many in the industry (his ethos is boundary pushing, often utilizing satirical sartorial choices, while Gucci’s aligns more traditional), if change is what the house is looking for, the designer will surely be able to provide it.

In a press release, François-Henri Pinault, chairman and CEO of Kering, wrote, “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 ten years, I look forward to seeing him shape Gucci’s new artistic direction.”

“I am truly excited to join the Gucci family. It is an honor to contribute to a House that I deeply respect and have long admired,” Demna said in the company’s press release. “I look forward to writing together with Stefano [Cantino, Gucci’s CEO] and the whole team a new chapter of Gucci’s amazing story.”

Demna will stage his final couture collection for Balenciaga on July 6 with no word at the moment as to who his successor will be.