When the Demna —> Gucci news dropped last week, the internet had a meltdown, with Kering shares dropping 12% the following morning. People have been questioning whether Demna is the man for the job, and what would Gucci under Demna be like?
Gucci CEO, Stefano Cantino, said in his statement last week: “[Demna’s] way of defining fashion today is pretty unique, and this is what Gucci deserves and needs for the future,” adding that Demna has “proven his capability to reshape Balenciaga during his tenure, its identity and, of course, its fashion point of view.”
The fact is that Gucci has been low-key struggling, with sales dropping 12% in 2024. The house needs a radical makeover, and someone with a specific vision who, like Alessandro Michele, will tap into the universe-building aspect, make Gucci a lifestyle again, and bring in revenue. And that’s what Demna does best. Although that’s going to be a completely different lifestyle to Michele’s.
Demna got a lot of haters throughout his 10 years at Balenci, but the numbers contradicted that: @databutmakeitfashion reported that the brand sees an increase of 115% in popularity each year. In his time at Balenciaga, Demna managed to skyrocket sales (reaching £1.5 billion in 2022) and influence how our generation dresses. His pieces obviously sell well bc we be putting that sh*t on. And, hopefully, we’ll be putting his Gucci on as well.
The news may have shocked the world, but we’re sure Demna’s going to be cooking, bringing in new, provocative ideas that will transform the Italian house, just like he did at Balenciaga. So, what will Demna’s Gucci look like?
Gucci dupes
Gucci has had a huge issue with counterfeit culture for decades – it was even referenced in the House of Gucci film –topping the charts of most faked brands every year. And we know that Demna loves a good gimmick. Tapping into the irony and the logomania of the counterfeit goods and bringing commentary on dupe culture (through his sportswear or accessories) would be a very Demna move. Demna’s Eastern European streetwear aesthetic is the perfect match to the kitchy aspect of Gucci. He explored this in the 2021 Gucci x Balenciaga linkup, so we might see more of it in this new Gucci era.
Oversized everything
Demna’s brutalist avant-garde aesthetic has become synonymous with Balenciaga at this point, so we are safe to assume that he will bring it to Gucci. Oversized structures, boxy shapes and sculptural elements are soon to take over the Italian house. We would also like to see distorted iterations of classic silhouettes, such as the Horsebit loafers or the Jackie bag. An amplified Jackie would go crazy.
Crazy collabs
During his tenure at Balenciaga, Demna managed to collaborate with adidas, Erewhon, Crocs, Puma, The Simpsons, Vibram, Fortnite, Gucci, and more, dropping the most unexpected linkups in his collections. We’re interested to see what he brings to the Gucci table.
Ragebait and viral moments
Demna’s tapped into the culture like no other designer. He loves to ragebait, play around and make social commentary through his clothing via viral moments and stunts like throwing show at Erewhon, or presenting big Ikea totes, Lays crisp clutches or a toolbox bag, and we can bet that he’s going to be doing that at Gucci.
Whatever design path he decides to take, one thing’s for sure: it will not be boring.
Featured image Gucci©
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