On March 13, Gucci announced that Demna will be the brand's newest creative director. The 43-year-old designer was formerly at the helm of Balenciaga and is the cofounder of Vetements.
“Demna will bring to Gucci something exceptional. His way of defining fashion today is pretty unique, and this is what Gucci deserves and needs for the future,” Stefano Cantino Gucci CEO told reporters at the brand's headquarters. “We are in agreement that Demna is one of the best creative directors of his generation, without any doubt … He has proven his capability to reshape Balenciaga during his tenure, its identity and, of course, its fashion point of view.”
Demna certainly changed Balenciaga over the course of his tenure, taking the brand to younger audiences with major celeb fans like Cardi B, Kim Kardashian, and many more. The designer has had his fair share of controversy including most recently, an ad that featured children holding teddy bears in bondage harnesses. All of this is what makes the pick one that has already divided fashion. Ahead, we spoke with Gen Z fashion insiders for their thoughts on the choice, and how, if at all, they think it will change the industry.
On Their Initial Reaction
“I was confused—where are the women? The BIPOC designers? It’s frustrating to see the same designers recycled at every house. Fashion musical chairs is what the girls are calling it on Twitter. The children’s campaign was disturbing, yet all was forgiven. Accountability is selective. Would a woman or a Black designer be given the same grace? Not that cancel culture even needs to exist — people deserve second chances if they actively work toward them — but Demna’s appointment feels like proof that we’re moving backward in terms of wokeness (non-derogatory). The world has become aggressively anti-woke, and now it’s bleeding into fashion. This might be the final nail in the coffin.” - Maya AlZaben, 26, Fashion Creative
“I thought to myself, ‘huh, did anyone ask for this?’ It’s not entirely shocking, considering Balenciaga and Gucci are owned by the same company and have collaborated in recent years, but I’m still a bit confused as to how these two will mesh. And I can’t say I wasn’t a bit disappointed that yet another CD position was filled by a man when there are so many talented women who deserve a spot at the forefront of fashion.” - MacKinley Jade, 26, Fashion Writer & Author of Yeehawt
“Shock at first. But when you think about it, it makes sense, Gucci has been struggling to capture the attention of younger Gen Z audiences since the popularity of the logo slides and widely worn Gucci belt, so this could be the fresh direction they needed. Now, I’m just curious to see how Demna will integrate his oversized silhouettes, streetwear influences, and unconventional designs while still maintaining the essence of Gucci’s luxury and heritage.” - Kelsey Jenik, 23, Curator at Artists & Fleas and Regeneration
“In a way, it reminds me of the online discourse happening right now about major brands leaning on buzzy names for relevance, like on the red-carpet, where followers and personal branding are everything. By choosing Demna, Gucci is saying that they also want his star-studded roster of fans and his own personal branding that comes attached to him. Regardless of whether you love or hate Demna, the one thing I think most people can agree with is that the news stings (and is a little boring) since it feels like yet another white man being thrust into power.” - Daisy Maldonado, 26, Freelance Fashion and Beauty Editor
On What Demna's Future Collections Will Say About Current Culture
“Demna is that one guy who thinks he’s smarter than everyone and has convinced himself he’s solving things but he’s actually the problem. We’ve seen him highlight and give platforms to perpetrators of major social and cultural issues while trying to convince everyone he’s calling them out. It’s a bait and switch that I don’t see doing well at Gucci especially when our world is already dealing with so many problems that we have to fight harder than ever to fix.” - Jadan Washington, 27, Fashion Writer
“I think Demna did a good job of capturing the current cultural zeitgeist during his time at Balenciaga. His artistic choices held a mirror up to the times we live in now, reflecting the subversive and adventurous nature of today’s youth culture. But I think, at times, those rebellious pursuits superseded craftsmanship and quality. For lack of a better term, I think there were times during his reign at Balenciaga where he lost the plot. I am interested to see how he will bring that same edgy, disruptive perspective to Gucci while still hopefully maintaining the house’s style codes.” - Kayla Curtis-Evans, 26, Creative Editor, Hypebeast
“Based on what we’ve seen from Demna so far, his approach lately has largely been about glamorizing blue-collar aesthetics. I don’t see him making any major cultural statements beyond that. Also, I don’t think Gucci is interested in having any social, cultural commentary — especially with Demna after his scandal at Balenciaga.” - Nicholas Thomas, 26, Luxury Wardrobe Consultant & Personal Shopper
“Demna treads a fine line between subversion for subversion’s sake and actually having something significant to say. His SS23 collection had models trudging through mud and dirtying up garments that sell for thousands of dollars. This was commentary on what luxury is “supposed” to be, and overconsumption. At the same time, it was a bit gimmicky and I don’t think that Gucci wants their horsebit loafers caked in mud. He’ll have to find a way to comment on sociocultural issues that aligns with Gucci’s aesthetic without alienating their current client base.” - Raquel Iman, 25, TV/Film Wardrobe Costumer and Fashion Commentator
On How His Appointment Will Influence Gen Z
“The Gucci Gen Z knows is still Alessandro Michele’s direction for the brand, including the Michele-era collection that Demna “hacked” back in 2021. I expect Gen Z to at least be more aware of Gucci, and probably swayed to spend some of their disposable income on the accessories. (Ready-to-wear feels like an older person’s game right now; we’re struggling to pay the rent.) Beyond Gen Z, I hope Demna can give us collections that Gen Alpha obsesses over. They may not buy anything, but they have the power to enshrine his creative direction in memory. Isn’t that more influential in the long run?” - Jake Henry Smith, 27, Shopping Editor, Glamour
“One thing about us [Gen Z] is we crave the drama. We love to explore the tension between high and low, ugly and beautiful, seriousness and humor. Whether we want to admit it or not, Demna speaks directly to that language. Younger audiences are less drawn to polished heritage and more chaos and cultural stickiness. Gucci has the opportunity to become riskier, weirder, hopefully without sacrificing its heritage values and core principles.” - Melania Zilo, 23, Founder of Adult Literacy AI
“The brand has always thrived on fantasy and beauty, so accepting someone who may completely change a Gucci that so many of its loyal customers know and love, might be a risk. Demna can certainly push Gucci towards a gritty and socially charged identity that I can actually see Gen Z taking a liking to. Demna thrives on internet culture which is another way Gen Z can connect with some of the collections he puts out if he is prioritizing viral moments. We may also appreciate the blurred line between luxury and parody, but I can see it being a long time before anyone starts to move past some of the more controversial things he has done.” - Natalie DeVito, 21, Student at FIT, Fashion Writer
“I don't think Demnaa will truly have an impact on Gen Z. I think Gen Z will have the impact on Demna — not only as the future of Gucci continues, but also with his artistic perspectives and seeing if he will be more insightful, critical, detailed, and honestly, more observant of where he chooses to take the brand.” - Alysa Butler, 17, High School Fashion Enthusiast
On How Demna Might Change or Enhance the Gucci Identity
“I think he’ll push the rebellious side even further, but the real question is how he’ll balance that with Gucci’s heritage. Honestly, a lot of people are hoping to see a return to Tom Ford’s Gucci—myself included. That era was unapologetically sexy and directional, which is something the brand hasn’t fully tapped into in years. If he embraces Gucci’s history of sensuality while bringing in his signature subversive touch, it could be a game-changer.” - Wojciech Christopher Nowak, Age 24, Photographer and Stylist
“A lot of Demna’s commentary and activism feels performative and out of touch. I think back to his show where he advocated for Ukraine—while the sentiment was important, the execution felt more like a spectacle than a sincere statement. Fashion is political, and Gucci’s past creatives have leaned into certain aspects whether Michele’s gender-fluid designs or Ford’s take on sex and power. But at a house like Gucci where heritage and emotional storytelling play such a large role, he needs to be careful of irony or exaggeration.” - Morgann Rhule, 21, EIC, Strike Magazine Boca
“I think Demna will enhance and also change a bit of the Gucci identity simultaneously. The magnificent part about this is that Gucci and Balenciaga have similar brand identities just expressed a bit differently. Gucci has always leaned more towards accentuating the traditional through contemporary means while Balenciaga focused more on accentuating contemporary with a bit of tradition. I feel like Demna coming on board for Gucci is going to marry both contemporary and tradition through the modern.” - Tiana Marcano, 27, Model & Fashion Stylist
“What Demna does pretty excellently is add an identity to a collection, which right now, Gucci doesn't have. Demna has his references in place, we know where he's coming from. Perhaps what is also exciting about him is that he pushes what he knows we have a strong distaste for, and takes it to a place where we might actually like it because of its sheer campiness like the gym-bro peck-revealing tee in the FW25 collection he just showcased. I just know we'll see this on some celebrity walking down the street, and we love Demna for that. For creating a moment with something relatable, making us feel something and making sure we'll be back for more.” - Upasana Das, 25, Fashion Writer
On Gucci's History and Demna's Alignment
"I don't think it aligns at all and maybe that's the whole point. History likes to repeat itself, and it's the same with fashion. I don't think fashion houses such as Gucci like to rely too much on their own history, because that customer is gone. When Tom Ford took over in the early '90s, Ford shook up the entire house with his signature "Porno Chic" approach which differed from the more conservative look of the brand in its earlier years. Then years later in the 2010s, Alessandro came in and steered away from the sexy and made the world embrace his "Geek Chic" aesthetic, and now, here we are with Demna who carries an entire aesthetic and generation's look on his own. Major shifts are what fuel the frenzy for Gucci, they will always keep us on our toes." - Kevin Ponce, 28, Editor, V Magazine
“It is a shift. Gucci is defined by glorious frivolity — be it a crystal-dotted monograms, equestrian motifs or plumes o’plenty a la Alessandro Michele. I think the brand is set to take a contemporary turn. I think we’ll see more muted palettes, cyberpunk references and ironic themes take centre stage, which I feel unsure about. Maurizio Gucci would certainly raise an eyebrow.” - Tania Leslau, 26, Fashion Features Writer
“Gucci is known for hiring internally. Alessandro Michele was an internal hire and he brought a new perspective and revitalized the brand’s image. The same goes for his predecessor, Frida Giannini, who started as the director of handbags before moving up. She introduced a Bohemian essence to Gucci, which Alessandro continued. When Tom Ford departed, so did the sleek minimalism. Gucci has evolved into an eclectic melting pot. In some ways, there’s an overlap between Demna’s design approach and Gucci’s trajectory.” - Samantha Harper, 25, Fashion Designer
“Part of Gucci’s brand has always been its boldness, expressed through logo mania, vibrant colors, and daring designs. I believe Demna’s ‘shock and awe’ approach, which has been a hallmark at Balenciaga, will translate well to Gucci's runway shows. However, the real question lies in the product itself. What made Demna and Balenciaga compelling was how their ethos seamlessly created ready-to-wear collections that were not only interesting but also functional and sellable. I'm curious to see if Gucci's marketable products can achieve the same balance.” - Jacob Nicholas, 23, Celebrity Stylist
On Their Lingering Thoughts
“Gucci has always embraced absurd footwear—whether it’s the fur-lined loafers dragging on the ground or sky-high platform stacks—and I fully expect Demna to continue that tradition. His Gucci will likely produce some of the most iconic, disruptive shoes we’ve seen in years, blending his love for exaggerated proportions with Gucci’s history of bold, statement-making footwear. I think whatever he does will immediately penetrate the scene.” - Lauren Schiller, 27, OGBFF Founder
“What makes this appointment even more interesting is the timing. Gucci isn’t an American brand, but its influence in the U.S. is massive, and we’ve seen how luxury fashion keeps getting caught up in political and social discourse here. With the way things are shifting, especially in terms of conversations around race, class, and cultural appropriation, it’ll be interesting to see how Demna navigates Gucci’s image. The brand has had its controversies (cough, the blackface sweater), and Demna himself has played with political imagery before. So, is this going to be a fresh start for Gucci, or are we about to see more shock value moments? Either way, all eyes are definitely on him.” - Kayla Cumbo. 24, Fashion & Lifestyle Blogger, Social Media Strategist
“I think Gucci is throwing stuff onto the wall to see what sticks. I don't think that the solution to luxury brand's not meeting their quarterly sales goals is to keep playing the creative director musical chairs. Consistency would be a better bet, that way people know what to expect and can prepare themselves to buy something from a brand they admire. When you talk to people outside of the fashion industry they know Gucci, Chanel, Prada, and the occasional emerging designer. They want to buy because they're familiar with the brand. The prices are going up even on the entry-level and hero items they rely on for sales. I just don't think creative direction is the real issue anymore.” - Julles Hernández, 27, Fashion Writer
“I wish Kering had appointed a female creative director, ideally a woman of color. Fashion needs more diverse perspectives—voices that truly reflect the state of our world and what we, as individuals, are feeling today. Representation matters, and it’s time for the industry to embrace that more boldly.” - Viren Shah, 25, Fashion Commentator
