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Can Demna Bring Gucci Back? A Bold Move or a Risky Bet?
- Qui Joacin
- Mar 15
- 2 min read
Kering’s surprising choice to put Demna at the helm of Gucci has sparked mixed reactions. Will his avant-garde vision work for the iconic brand?
Alright, Talkers, let’s talk about the biggest shake-up of the year—Demna at Gucci! When the news broke, I think we all had the same reaction: Wait… what?!
Kering’s decision to put Demna in charge of Gucci has sent shockwaves through both the fashion world and financial markets. Stocks took a hit, social media was buzzing with skepticism, and most fans aren’t convinced this is the right move. But is everyone writing him off too soon? Let’s break it down.
Why Did Kering Choose Demna?
Gucci has been struggling—big time. After years of massive success under Alessandro Michele, the brand lost its momentum, and sales have been dropping fast. Kering needed a fresh creative vision, but finding the right person wasn’t easy.
Here’s why Demna makes sense on paper:
He’s already part of Kering, so no messy contracts or waiting periods.
He’s one of the few designers who creates trends rather than follows them.
He knows how to shake up the industry and grab attention.
But here’s the catch… his Balenciaga era is played out. The edgy, oversized, logo-heavy streetwear vibe that made him a star? It’s no longer fresh. If Demna simply brings that look to Gucci, it won’t work. Gucci needs a reinvention, not a remix.
The Backlash: Fashion Fans & Investors Aren’t Convinced
Financial markets hated the news—Kering’s stock dropped 12% after the announcement. Ouch. On social media, fans weren’t thrilled either. In a BoF poll, only 10% of people thought Demna was the right choice, while 67% said "no way" and 23% were on the fence.
So, why the doubt?
Demna’s Balenciaga aesthetic is too niche for Gucci’s broad luxury audience.
Gucci has a rich, eclectic history—does Demna’s style fit?
After Balenciaga’s PR scandals, some worry about Gucci taking a similar risk.
The concern is valid, but maybe, just maybe, Demna has something completely different up his sleeve.
Can Demna Evolve? That’s the Real Question.
Demna is a genius—no doubt about it. But this is his moment to prove he can grow. If he just repeats his Balenciaga formula, Gucci is in trouble. But if he reinvents himself and the brand? This could be iconic.
What does he need to do?
Embrace Gucci’s DNA—its history is rooted in opulence, playfulness, and reinvention.
Ditch the dystopian streetwear—the world has moved on. Luxury needs romance and fantasy again.
Find a balance between edgy and elegant—Gucci can be bold without alienating its core customers.
Final Thoughts: A Risk Worth Taking?
Love him or hate him, Demna at Gucci is happening. It’s a bold, high-stakes move that could either revive the brand or backfire spectacularly.
So, what do you think? Will Demna breathe new life into Gucci, or is this a recipe for disaster? Drop your thoughts in the comments—I’m dying to hear them!
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