How many brands has Demna worked with before Balenciaga and Gucci? Designers' fashion history explored

Gucci has announced Demna as its new creative director, a move to redefine the brand’s creative direction. Known for his unique designs, Demna steps into the role following the departure of Sabato De Sarno in early February. We can expect a new period of boldness and daring at the Italian fashion house. He worked at Louis Vuitton and then set up Vetements in 2014 with his brother.

About his new position, the fashion designer stated:

"I am truly excited to join the Gucci family. It is an honour 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."

Demna's fashion journey before Balenciaga and Gucci

Demna’s long tenure at Balenciaga established him as one of the most influential designers of modern times. In 2015 he took charge and breathed new life and fresh energy into the brand by bringing high fashion together with street style, along with some humor and some pointed sociopolitical commentary as well.

Demna's work at Balenciaga reinvented contemporary fashion by blending all sorts of different styles with stuff that everyone recognizes and gets excited about like pop culture. That thrust Balenciaga into something much more cultural and cool.

Before becoming the mastermind behind Balenciaga, the fashion designer set up Vetements in 2014 with his big brother Guram. At first, the brand was showcased in underground Parisian venues and gained recognition for its subversive approach to design. Vetements challenged traditional fashion norms, with its oversized silhouettes and reworked vintage pieces.

He worked as a senior designer at Louis Vuitton for women’s ready-to-wear collections under Marc Jacobs and later under Nicolas Ghesquière. Working at those prestigious fashion houses has given him an appreciation for luxury fashion and also given him a real love for experimentation through design.

Beyond aesthetics, the fashion designer's work has often carried deeper messages, reflecting his personal and cultural experiences. His previous collections have brought attention to important global issues too, such as the conflicts that happen in his home country of Georgia. Through his fashion designs, he uses clothing as storytelling and also as a platform to raise awareness for important social matters.

When speaking with Mower at Balenciaga’s fall 2024 show, Demna said,

“What’s more important, perfection or imperfection? For me it’s actually this coexistence of both because that’s what makes us human now—the imperfection, the failure or the ‘miss.’ I love that idea. I think it’s beautiful. That’s what differentiates us from machines.”

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As he takes a new position at Gucci, Demna’s vision is expected to push the brand into new creative territories. The fashion world awaits his first collection, which promises to redefine Gucci’s future in an ever-evolving industry.

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