The fashion world has been shaken today with the news that Demna Gvasalia—simply known as Demna—has been appointed as the new Artistic Director of Gucci, replacing Sabato De Sarno. His final show for Balenciaga will be presented during Paris Haute Couture Week on July 6, but as of now, there’s no word on who will take over that house.
Now, if you’ve been following my commentary for a while, you’ll know that I’m not a fan of Demna’s work. His disruptive, oversized, deconstructed aesthetic has never appealed to me, especially when it’s forced upon the likes of Nicole Kidman (who has mostly dodged disaster thanks to Jason Bolden), Michelle Yeoh (who has suffered through too many unfortunate looks to count, with that Critics’ Choice Awards dress still haunting me), and Isabelle Huppert (who got stuck in a repetitive cycle of looks that did little to honour her elegant Parisian style).
But let’s address the real issue—what happens to Kim Kardashian?
Kim has been Balenciaga’s most loyal devotee under Demna, embodying his aesthetic like a walking billboard. But if Balenciaga pivots in a new direction (which, please, let it happen), where does that leave her? Does she stick with Balenciaga, or does she follow Demna to Gucci? Could we be staring down a future where Kim Kardashian becomes the face of Gucci?
While I am slightly worried about what Demna will bring to Gucci, I’m trying to remain optimistic. Maybe this will be a clean slate—for both him and the brand. But then again, we’ve just seen how Alessandro Michele has copy-pasted his Gucci era straight onto Valentino, so can we really expect Demna to do anything different?
François-Henri Pinault, Chairman & CEO of Kering, stated: “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 10 years, I look forward to seeing him shape Gucci’s new artistic direction.”
Stefano Cantino, CEO of Gucci, said: “I have always admired Demna’s creative approach, that is both unique and powerful. His ability to honor the iconic legacy of a brand while embracing a modern sensibility is extraordinary. With Gucci’s strengthened foundations as a springboard, Demna will lead the House towards renewed fashion authority and enduring cultural relevance.” Demna said: “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. I look forward to writing together with Stefano and the whole team a new chapter of Gucci’s amazing story.”
What do you think?
Credit: Demna
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