In July 2025, Demna Gvasalia concluded his tenure as creative director of Balenciaga with a haute couture collection presented during Paris Haute Couture Week. This collection showcased a departure from his prior avant-garde style, emphasizing refined silhouettes and classic pieces, such as trench coats and bomber jackets. The show's atmosphere was enhanced by models with pale complexions, and the finale featured Sade's "No Ordinary Love."
Following his departure from Balenciaga, Demna was appointed as the new artistic director of Gucci, commencing in early July 2025. This strategic move by Kering, Gucci's parent company, aimed to revitalize the brand. Demna's innovative approach and success at Balenciaga were key factors in this decision, reflecting the company's need to address a sales decline.
Demna is expected to blend his avant-garde style with Gucci's heritage. His appointment has generated both anticipation and debate within the fashion industry. His inaugural collection for Gucci is slated to debut in September during Milan Fashion Week, marking a significant moment for the brand's future direction.