STYLE
Demna's Gucci Takeover: Inside Fashion's Biggest Shift
From Vetements wild child to Gucci artistic director, fashion's ultimate disrupter is officially taking over the global mega-brand.
vogue.comIn just over a decade, Georgian designer Demna has gone from leading Vetements as its wild child to taking the top artistic director job at Gucci. Tasked with redefining the Italian fashion house's identity, his debut marks a major pivot for the mega-brand.
- Demna was hired in July to reinvigorate Gucci after slumping sales at the Italian fashion house.
- He is stepping into the role of Gucci's artistic director following his years as the creative force behind Vetements.
- His new vision for the brand was detailed in his first interview as artistic director, focusing on 'Gucciness' and disruption.
WHY THIS MATTERSWHY THIS MATTERS: Luxury trends trickle down fast. When a disrupter like Demna restructures a global giant like Gucci, expect the entire retail ecosystem—from high-end runways to fast-fashion copycats—to shift its aesthetic accordingly.