Demna
Creative director of Gucci
Demna is a Georgian born designer who was appointed creative director of Gucci, Kering's largest brand, in March 2025. He previously led Balenciaga for ten years from 2015, where his streetwear influenced, often provocative designs made the house one of the most talked about labels in luxury, and co-founded the collective Vetements.
| Role | Creative director of Gucci |
|---|---|
| Since | 2025 (appointed March 2025) |
| Previous role | Creative director of Balenciaga (2015 to 2025) |
| Co-founded | Vetements (2014) |
| Nationality | Georgian |
| Born | 1981 |
Who is Demna?
Demna, born Demna Gvasalia in Georgia in 1981, is a fashion designer who uses his first name professionally. In March 2025 Kering named him creative director of Gucci, succeeding Sabato De Sarno. He presented his first Gucci work in September 2025 as La Famiglia, a series of portraits of characters embodying the brand, for the spring 2026 season, and staged his first Gucci runway show in Milan on 27 February 2026 with the autumn and winter 2026 collection.
Career
Demna studied in Antwerp and worked with Walter Van Beirendonck before joining Maison Martin Margiela, where he worked on women's collections from 2009 to 2013. He then served as senior designer of women's ready to wear at Louis Vuitton from 2013 to 2015.
In 2014 he co-founded Vetements with his brother Guram, a collective whose oversized, subversive take on everyday clothing gained rapid attention. In October 2015 Kering appointed him artistic director of Balenciaga. He left Vetements in 2019 to focus on Balenciaga, where he remained for ten years until his move to Gucci in 2025.
- 2009 to 2013: Maison Martin Margiela, women's collections
- 2013 to 2015: Louis Vuitton, women's ready to wear
- 2014 to 2019: co-founder of Vetements
- 2015 to 2025: creative director of Balenciaga
- Since 2025: creative director of Gucci
Influence on the fashion business
Demna's Balenciaga combined couture references with hoodies, sneakers and logo pieces, helping to define the convergence of streetwear and luxury in the late 2010s. Under his creative direction the house grew substantially, to revenues estimated at well over one billion euros. His shows often used spectacle and commentary to generate global attention, a strategy many brands later tried to emulate.
His transfer to Gucci in 2025 was one of the most closely watched moves in the industry, as Kering sought to restore momentum at its biggest brand after a period of declining sales. Moving a designer from one group house to another, rather than hiring externally, also signalled a new approach to talent within the group.
Why it matters
Demna is one of the designers most associated with how luxury brands reached younger, digitally native consumers through streetwear codes and viral moments. His appointment at Gucci tests whether that approach can be adapted to a house with a very different heritage. For retailers and wholesale partners, his work highlights how quickly brand positioning, product mix and price structure can shift when creative leadership changes.
Frequently asked questions
Who is Demna?
Demna, born Demna Gvasalia, is a Georgian born fashion designer who became creative director of Gucci in 2025. He previously led Balenciaga from 2015 to 2025 and co-founded the label Vetements.
What was Demna's first Gucci collection?
Demna's first Gucci work, titled La Famiglia, was unveiled in September 2025 for the spring 2026 season. It was presented as a series of portraits of characters representing different facets of Gucci.