Demna at Gucci: Kering dares DADA Management
The fashion world is in turmoil. Demna, former artistic director of Balenciaga, is appointed head of Gucci. The Kering Group surprises with a bold strategy, dubbed DADA Management.
A major strategic shift
In March 2025, Kering announced the appointment of Demna as Artistic Director of Gucci. This followed the departure of Sabato De Sarno, whose collections were not as successful as expected.
Demna’s journey
Born in Georgia, Demna made a name for himself with his avant-garde approach at Balenciaga. He combined haute couture and streetwear, redefining the codes of modern luxury.
The DADA Management concept
Kering seems to be adopting an approach that some refer to as DADA Management. This term refers to the Dada art movement, known for its rejection of convention and quest for innovation. By appointing Demna, Kering is banking on disruption and audacity to revitalize Gucci.
The challenges ahead
Gucci has experienced a decline in sales in recent years. Demna’s mission is to reinvigorate the brand and attract a younger clientele. Her challenge will be to respect Gucci’s heritage while infusing it with her contemporary vision.
Reactions in the industry
The fashion industry welcomes this appointment with enthusiasm. Experts expect a bold transformation of Gucci under Demna’s leadership. However, some question the brand’s ability to adapt to this new vision.
Future prospects
Demna’s first collection for Gucci is eagerly awaited. Observers hope it will mark the beginning of a new era for the Italian house. The success of this collaboration will depend on the balance between innovation and respect for tradition.
Demna’s appointment at Gucci represents a bold gamble by Kering. This strategy, akin to DADA Management, could well redefine the brand’s future. The fashion industry will be keeping a close eye on this development, between anticipation and curiosity.
