Kering's Bet on Demna: A Bold Move for Gucci's Future

Kering faces backlash as Gucci appoints controversial designer Demna, raising questions about the brand's future creative direction. The stock dropped significantly following the decision. As Gucci seeks to regain its edge in the luxury market, this move represents both potential risks and opportunities for the historic label.

In a surprising twist for the luxury fashion industry, Kering's shares saw a significant drop after the announcement of Demna as Gucci's new design chief. The traditionally elegant brand is taking a gamble by opting for an in-house visionary known for his streetstyle flair at Balenciaga.

Despite fears from analysts and a lukewarm response on social media, Kering's decision to choose Demna over more established names like Hedi Slimane is a bold attempt to position Gucci as a trendsetter within the global fashion scene again. However, with Gucci's sales already in decline, this controversial move could add to the pressure on the luxury giant.

This decision comes in the wake of significant changes within Kering's leadership, including the recent departure of Matthieu Blazy from Bottega Veneta. As Demna prepares to leave his mark on Gucci, the world is eagerly awaiting his influence at the upcoming Milan fashion show.

(With inputs from agencies.)