Chapter 1
A shocking fashion shakeup
Chapter 2
The cinematic debut
Chapter 3
Primavera in Milan
Chapter 4
GucciCore in Times Square
YOUR GOAL
Master of Demna at Gucci
Ch 1 · A shocking fashion shakeup
diletta A shocking fashion shakeup
Fifty billboards flashing bright (oh-oh, yeah!) / Gucci rules Times Square tonight (what a crazy sight!)
diletta Demna wrapped up a legendary, decade-long run at Balenciaga to take on the Gucci challenge.
diletta On March 13, 2025, Gucci shocked the global fashion industry by appointing Demna as its new Artistic Director.
BETA
diletta Swipe bold streetwear onto the runway to discover how Demna reinvented Gucci's classic look.
Fun Fact
A legendary rejection: In 2006, a young design graduate named Demna applied for an internship at Balenciaga and was rejected—only to become its creative director nine years later.
Glossary
shakeup (noun)
A major reorganization, restructuring, or change within an organization or industry. In March 2025, Kering appointed Demna as Gucci's new creative director, replacing Sabato De Sarno.
A major reorganization, restructuring, or change within an organization or industry. In March 2025, Kering appointed Demna as Gucci's new creative director, replacing Sabato De Sarno.
Quiz
Before making his name at Balenciaga, what subversive fashion label did Demna co-found?
Quiz
What was the name of the deputy CEO of Kering who spearheaded Demna's historic move to Gucci?
Quiz
How many years did Demna spend as the creative director of Balenciaga before moving to Gucci?