Gucci announces Demna Gvasalia as the new creative director

The dance of the fashion chairs continues apace! Following Donatella's departure from Versace, Gucci has just announced Demna Gvasalia, former creative director of Balenciaga, as its new creative commander. The announcement was made by the Kering group, which controls both brands, consolidating yet another major change on the luxury scene.

Known for his disruptive and provocative approach, Demna ends his career at Balenciaga in July with the haute couture show. There is still no confirmed replacement.

With this new phase at Gucci, expectations are huge. The brand, which shone under Tom Ford in the 1990s and resurfaced with Alessandro Michele in the last decade, is now looking for a new lease of life. Demna is expected to bring his global vision and expertise in fusing luxury and pop culture to rekindle desire for Gucci.

After redefining fashion with Balenciaga, will Demna rekindle the desire for Gucci? Will he be able to reinvent the label without losing its historic essence?