Gucci has announced that the Balenciaga artistic director Demna, who goes by one name, will take over the creative direction of the Italian luxury fashion house starting in July.

Kering appointed Demna Gvasalia as artistic director of Gucci, turning to the Balenciaga designer to inject new life into its flagship brand at a difficult time for the industry.

In one of the most significant fashion shockers in recent history, Demna—Balenciaga’s radical creative dynamo—is going to Gucci. “I am truly excited to join the Gucci family,” said Demna in a statement. “It is an honor to contribute to a House that I deeply respect and have long admired.”

At Balenciaga, Demna—who is stepping down to go to Gucci–challenged everything we thought we knew about fashion and luxury. Revisit his best work for the house as it appeared in Vogue.

The Georgian designer, known for retro-glamour and satirical motifs, has departed after nearly a decade at the brand.

Georgian designer Demna is leaving Balenciaga after a decade to become artistic director of Gucci, the French parent company of both brands, Kering, said Thursday. "Kering and Gucci are delighted to announce the appointment of Demna as the house's new artistic director,

Former creative director of Gucci, Alessandro Michele, with Demna Gvasalia at the 2023 Met Gala. Michele left the brand in 2022 after seven years in the top job – and 20 at the company – to go to Valentino, where he replaced Pierpaolo Piccioli. Photo / Getty Images

Italian luxury brand Gucci has appointed Georgian designer Demna as its artistic director, owner Kering said on Thursday, as it tries to revitalise its struggling flagship label and stop a slide in sales.

Gucci announced Thursday that the Balenciaga artistic director Demna will take over the creative direction of the Italian luxury fashion house, starting in July. Gucci and its French parent Kering said in a statement that Demna “has redefined modern luxury,