Disgraced designer Demna receives massive backlash as new head of Gucci with fashion fans calling it ‘the end’
Balenciaga’s former creative director Demna Gvasalia has been tapped as the head of Gucci – and he’s already receiving massive backlash on social media for the shock choice.
Demna previously claimed he ‘suffered’ since the brand’s BDSM advertising campaign in 2022, which sparked widespread outrage for featuring inappropriate imagery of children in a photoshoot with bondage-styled teddy bear bags.
Soon after the offensive campaign, documents related to a Supreme Court child pornography case were identified in the background of a separate photoshoot, conducted months before the controversial shoot.
The scandal led Balenciaga super fan Kim Kardashian to briefly part ways with the label following plunging sales, despite the design house saying any BDSM association was unintentional and repeatedly apologizing.
‘Couture to me is like Moderna,’ Demna said of the scandal in an interview with the Wall Street Journal. ‘It cannot save it, but it can at least highlight the importance of keeping its immunity.’
Now, Demna, 43, has moved on and been hired by Gucci as the creative director, but fans are not welcoming him with open arms.
French luxury group Kering owns Balenciaga and also owns Gucci, as well as Bottega Veneta, Alexander McQueen and Yves Saint Laurent.
Gucci announced the news on Instagram Thursday afternoon to its 52 million followers.
Balenciaga’s former creative director Demna Gvasalia has been tapped as the head of Gucci – and he’s already receiving massive backlash
Commenters were not as excited – and thought it could mean the end for the Italian fashion house, which was founded in 1921
The label shared a message from the divisive designer that read: ‘I am truly excited to join the Gucci family.’
‘It is an honor to contribute to a House that I deeply respect and have long admired.
‘I look forward to writing together with Stefano and the whole team a new chapter of Gucci’s amazing story.’
However, the commenters were not as excited – and claimed it could mean the end for the Italian fashion house, which was founded in 1921.
‘What total mess this will be,’ the first comment read. ‘After the Balenciaga scandal, there was a call for a mass boycott of products.’
A commenter called Demna’s takeover ‘the end of Gucci.’
One person wrote disparagingly, ‘Gucci’s slow walk to the grave just picked up speed.’
‘Gucci going down,’ another fashion fan agreed.
Balenciaga withdrew the above campaign featuring BDSM bears, wine and champagne glasses, after widespread backlash
Alessandro Michele, shown above with Demna, famously made Gucci more accessible and courted celebrity fans including Harry Styles, Jared Leto, and Dakota Johnson
Not everyone disapproved of the former Vetements designer taking over.
‘That is actually insane in the best way possible,’ one compliment read.
‘There are very few designers who have a grasp of the zeitgeist and have the ability to provoke and push fashion forward. Demna is one of them,’ another person approved.
Gucci has been searching for a new creative director ever since Sabato De Sarno left the brand in July.
Sabato worked behind the scenes at Valentino before taking over from Alessandro Michele, who was at the helm for seven years and was known for his maximalist style.
Alessandro famously made the brand more accessible and courted celebrity fans including Harry Styles, Jared Leto, Dakota Johnson, and more.
In 2022, Alessandro stepped down and became the creative director of Valentino.
