Lifestyle
Gucci Taps Demna, Balenciaga’s Creative Director, as New Designer
The great Gucci reset is here. On Wednesday, the Italian fashion house named Demna, the mononymic designer who transformed Balenciaga from a niche luxury house into one of the most provocative, boundary-breaking brands of the last decade, as its new artistic director. He will be in charge of women’s wear, men’s wear and accessories.
Gucci and Balenciaga are owned by Kering, the French conglomerate that also owns Saint Laurent, McQueen, Brioni and Bottega Veneta. A new designer for Balenciaga has not been announced.
“Gucci stands for fashion authority,” Stefano Cantino, the chief executive of Gucci, said. “This is what we want to bring back.”
Demna will be the first “star” designer with a proven track record in Gucci’s 104-year history, a seeming acknowledgment of the crisis it has experienced over the last two years after an apparent attempt to recast itself as a timeless luxury brand. Revenue plunged 23 percent in 2024, and the Kering stock price has more than halved since 2023. (Gucci is by far the largest brand in the Kering stable.)
The appointment will add yet more turmoil to an already unsettled fashion world in which a record number of fashion companies have changed design heads in the last year. Half of Kering’s brands alone will have new designers in 2025.
“We were looking for a strong and opinionated designer,” Mr. Cantino said. “Demna is one of the few.” He brings with him not just design skills, Mr. Cantino said, but “an understanding of contemporary culture, of what is luxury today and a deep understanding of the new generation.”
He also brings a certain knowledge of Gucci. In 2021, Demna and Alessandro Michele, the Gucci designer at the time, “hacked” into each other’s brands to reinterpret their most recognizable designs, with Demna replacing Gucci’s famous double Gs with Bs on its classic logo canvas accessories. And he has the confidence of the Kering chief executive François-Henri Pinault, who once told The New York Times he believed Demna could create a “megabrand.”
When Mr. Pinault named the Georgian-born Demna Gvasalia (he dropped his surname in 2021) to Balenciaga in 2015, however, the fashion world was shocked.
Though Demna, now 43, had received his master’s degree from the Royal Academy of Fine Arts in Antwerp, Belgium, and trained in the studios of Martin Margiela and Louis Vuitton, he made his name at Vetements, a cultlike label created in 2014 that became a fashion sensation almost overnight because of its nose-thumbingly antifashion aesthetic. (Demna left Vetements in 2019.)
Nonetheless, during Demna’s 10 years at Balenciaga, revenues grew close to $2 billion from an estimated $390 million, challenging the meaning of luxury, value and authenticity in the process.
He took the quotidian — Crocs, IKEA totes, even garbage bags — and put them on a pedestal. He almost single-handedly started the monster sneaker trend. He put all ages and genders and kinds of beauty on his runway and created shows that were immersive, apocalyptic experiences that acted as forms of social criticism as much as fashion: shows about the climate crisis, the war in Ukraine, celebrity and the rule of capitalism. He scandalized and thrilled in equal measure.
He collaborated with “The Simpsons,” made Balenciaga video games and attended the Met with Kim Kardashian. He also restarted the couture line and never lost sight of the purity of silhouette that characterized the work of Balenciaga’s namesake designer, Cristóbal Balenciaga.
Balenciaga’s momentum came to an abrupt halt in 2023, when a misjudged holiday ad campaign precipitated online allegations of pedophilia, and Demna’s deep friendship with Ye cast a shadow on the brand in the wake of Ye’s antisemitic rants. Cancellation loomed, but Balenciaga eventually distanced itself from the controversy, and it has since recovered some of its strength. In January, Demna was made a Chevalier des Arts et des Lettres in recognition of his contribution to French fashion. He wore a T-shirt.
Demna’s last Balenciaga show, held on March 9 in Paris, was a career retrospective of sorts and a reminder of just what he had brought to the house. After the show, he joked to reporters that the reason he was wearing a suit for the first time was that he was Demna 2.0.
The Gucci news suggests it was less a joke than it seemed at the time.
“Demna’s contribution to the industry, to Balenciaga and to the group’s success has been tremendous,” said François-Henri Pinault in a news release. “His creative power is exactly what Gucci needs.”
Francesca Bellettini, the deputy chief executive of Kering, called him “the perfect catalyst.”
Demna replaces Sabato De Sarno, a designer who had worked behind the scenes at Valentino before being charged with Gucci’s reset after the seven years of Alessandro Michele’s magpie maximalism. (Mr. Michele had likewise been a number two before ascending to his position, working for the former Gucci designer Frida Giannini.) Though the Michele era had buoyed Gucci to annual revenues of about 10 billion euros, tastes began to swing away from his trademark eccentricity, and Gucci management thought a return to discretion was the answer.
That turned out to be wrong. Instead of positioning the brand as a somewhat more hip equivalent of Hermès, Mr. De Sarno’s luxury minimalism simply made it seem diminished. (It turns out one Hermès is enough.) Demna’s job will be to change all that, though he will have to overcome not just the problems of Gucci, but also the challenge of a slowdown in the broader luxury industry.
In that lies a certain appeal, Mr. Cantino said.
For Demna, Mr. Cantino said, the idea of “being able to make a success at Gucci, prove he is capable of doing something different than Balenciaga and show a different point of view, was very exciting.”
Gucci did not confirm when Demna would show his first collection, but he will begin in early July after his final Balenciaga couture show. (Gucci is not a couture house.) He will split his time between his home in Switzerland and the Gucci headquarters in Milan.
Phil Pritchard of the Hockey Hall of Fame works the 2019 NHL Awards at the Mandalay Bay Events Center on June 19, 2019 in Las Vegas, Nevada. (Photo by Bruce Bennett/Getty Images)
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This week’s show was recorded in Chicago with host Peter Sagal, judge and guest scorekeeper Alzo Slade, Not My Job guest Phil Pritchard and panelists Alonzo Bodden, Adam Burke, and Dulcé Sloan. Click the audio link above to hear the whole show.
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The Don Vs The Poppa; World’s Worst Doctor; Should We Eat That?
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Peter talks to Phil Pritchard, the NHL’s Keeper of the Stanley Cup. Phil plays our game called, “Let’s Go Visit The NHL” Three questions about National Historic Landmarks.
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The Trump Dump and Air Traffic Control Becomes Animal Control
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Paul W. Downs can’t help it that even on the weekends, his life intersects with “Hacks,” the HBO comedy he co-created and co-showruns with his wife, Lucia Aniello, and their friend Jen Statsky. (He also appears on the show as Jimmy LuSaque Jr., the besieged manager of its two stars, played by Emmy winners Jean Smart and Hannah Einbinder.) The fifth and final season of “Hacks” premiered last week, but on Downs’ days off, he often finds himself at its previous filming locations or hanging out with cast members who have become like family.
In Sunday Funday, L.A. people give us a play-by-play of their ideal Sunday around town. Find ideas and inspiration on where to go, what to eat and how to enjoy life on the weekends.
Downs moved to Los Angeles in 2011, but soon after, he and Aniello were hired to write (and for him to act) on the über-New York show “Broad City,” keeping them away from the West Coast for years. Now the couple live in Los Feliz, which they enjoy with their young son.
“I love Los Feliz because it’s a real neighborhood with restaurants and bars, but also feels close to nature with Griffith Park,” Downs says. “Also it’s very central to my Eastside friends and Westside agents.”
And if he had to live at a local mall, like the character Ava Daniels did in the third season of “Hacks,” which would he choose?
“It would be the Americana, obviously.”
Here’s how he’d spend a perfect day in L.A.
10 a.m.: A late rise and a li’l barista
I’m sleeping in if I can, which I can’t because I have a toddler, but let’s say I can sleep ’til 10. That would be insane.
Then I’m making coffee at home. I’m making it with my 4-year-old because he likes to make my coffee now. He always wanted to help, now he really wants to do it on his own. I’m still there to supervise, but he does do a lot of it.
I do batch brew. I’m doing Verve Coffee that I’m grinding there, and then I’m brewing four cups because I need my coffee. I had a Moccamaster for a long time, but I recently got a Simply Good Coffee. There’s no plastic — it’s all glass and metal.
11 a.m.: Chocolate croissants for everyone
We’re driving to Pasadena and we’re going to [Artisanal Goods by] CAR, which is the place to get the best chocolate croissant, I think, in the world. I don’t just think in L.A., I think they’re better than Paris. I’m going there with my wife and my kid and I’m having another coffee and some pastry. We’re ordering three [chocolate croissants]. We’re not doubling up.
11:45 a.m.: The family business
We’re driving to Fair Oaks in Pasadena. There’s a place called T.L. Gurley. We shot “Hacks” there, actually. Not only in Season 1, but also full circle in Season 5. We’re going to shmay around and look at antiques. My kid is going to want to play a vintage pinball machine. We’re going to find a little piece of art for the house or what have you. It’s not necessarily that I’m on the hunt. It’s to pass the time and to have some fun. If I could do anything and have a leisurely day and take my mind off work, that’s what I’m doing.
People love to interact with my kid when he’s there. We’re really training him to appraise things at a young age. My parents are part-time dealers of antiques. My grandmother bought and sold antiques. It’s kind of a family business.
1:30 pm.: Baguettes and books
We’re driving to Larchmont and we’re getting a sandwich at Larchmont Village Wine, Spirits & Cheese. I’m doing prosciutto-mozzarella-basil on a baguette.
Then we’re going to Chevalier’s Books. What’s sad is that I’m often not looking for leisure material. I’m looking for something that I’m interested in learning more about or writing about, or that they’re turning into a show I want to audition for. But we’re also doing Little Golden Books for my son. He’s obsessed. We’re not huge on screen time, so we really encourage the book-buying.
2:30 p.m.: Cast pool party
We’re having some family fun in the pool and we’re doing that until evening. We invite people over all the time. My sister-in-law is a New Yorker, but she actually wrote last season on “The Rooster” and she’s often writing on shows in L.A., so she’s often here and she’ll have a couple friends come over. I know this sounds like a piece of PR or something, but we’ll really literally have Hannah [Einbinder] and maybe Mark Indelicato from “Hacks” come over to swim. Jen, our co-creator of “Hacks,” will come over.
6:00 p.m.: Family dinner
Sometimes we’ll order Grá to the house, which is a pizza place in Echo Park — excellent sourdough crust pizza. But if we don’t do that, an ideal evening is an early dinner at All Time on Hillhurst in Los Feliz. We’re ordering the ceviche and my son is having all of it and not sharing with anybody at the table.
8:45 p.m.: A thrilling ending to the day
After putting my kid to bed, my wife and I, in an ideal world (full disclosure: we haven’t done this in two years), we’ll watch something together that we’ve been meaning to watch. We have a long list of movies and we either want to revisit or that we haven’t seen that we need to watch.
We don’t watch a lot of comedies. It’s a dream to watch a “Black Bag” or a little espionage thriller. We really like that because it’s so different than the stuff that we’re working on in the day.
Often the things we watch are things that we admire. We like deconstructing it as fans of film and television. We do like talking about the making of it, but it’s less of a critique and more of a listing of the things we appreciated about it.
10:30 p.m.: No work tomorrow
And then it’s lovemaking ’til morning on a perfect Sunday. If it’s a perfect Sunday, there’s also a Monday that’s off.
Jay (not pictured) found himself alone and hopeless in a jail cell when a fellow inmate’s unexpected words of comfort changed his life.
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When Jay was 22 years old, he was a self-described loner. In this story, he is being identified by his nickname to allow himself to speak candidly about the following experience and his mental health. He says the few people he did hang out with at the time had questionable morals.
”I chose my friends poorly, and your friends have a tendency to rub off on you. And so I started making poor decisions,” Jay said.
One evening, when he and his friends were out drinking, someone suggested they should try to break into the chemistry building on his college campus. Most of the group shrugged the suggestion off, deeming it impossible, but Jay was convinced he could pull it off.
“The next night I made a plan of how to do it, and I did it,” Jay remembered. “And I didn’t get caught doing it, [but] I got caught afterwards.”
At around 1 that morning, Jay was placed in the county detention center. Sitting alone in his cell, reality began to sink in.
“I pretty much thought that my life as I knew it was going to be over, and I had decided that the world would be better off without me in it.”
Jay made a plan to end his life. As he prepared himself, he began to cry.
“But just in that moment when I was ready to do it, I heard a voice coming from the top left corner of my cell, from a little vent. And someone called out to me and said, ‘Hey, is this your first time?’”
The man who called out was an inmate in the cell next door.
“I collected myself a little bit, and I said, ‘Yeah.’ And he said, ‘Can I pray for you?’”
Jay had grown up religious, but had stopped going to church years before. In that moment, though, he knew he needed support. He said yes, and listened as the man began to pray.
“I wish I could tell you that I remember the [exact] words that he said to me, but what I remember is that his words landed with me, and instead of wanting my life to be over, suddenly I saw hope,” Jay said.
The interaction happened nearly ten years ago, but it was a pivotal moment in Jay’s life, and one he thinks about all the time.
“[Now], I have a good job. I have a girlfriend who loves me. I have a life. But I have a life because somebody who was in the same situation I was in had the courage to talk to a fellow inmate and be kind.”
Jay says that he wishes he could meet that man again and express his appreciation.
“[I would] shake that guy’s hand, give him a hug, and tell him what his small gesture meant for me, how he changed the course of my life.”
My Unsung Hero is also a podcast — new episodes are released every Tuesday. To share the story of your unsung hero with the Hidden Brain team, record a voice memo on your phone and send it to myunsunghero@hiddenbrain.org.
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