Once again Gucci surprises the fashion community and, after two months of rumors and assumptions, announces with a note from the group to which it belongs, Kering, the name of the new creative director: the young designer De Sarno Saturday, Neapolitan origins and a past in pret-a-porter, first at Prada in 2005, then Dolce & Gabbana and finally Valentino, where he landed in 2009 and held positions of increasing responsibility, up to the appointment of fashion director of the men’s and feminine. From Gucci he will take over all product categories (women’s, men’s, leather goods, accessories and lifestyle) edwill release its first collection in Milan, on the occasion of the women’s fashion week, in September 2023.
A well-known name, essentially, among professionals but unknown to the general public. A bit like what happened in January 2015, when Kering appointed Alessandro Michele to lead Gucci (he had already been with the company for 13 years) and was chosen by CEO Marco Bizzarri ”on the basis of his contemporary vision of the brand” and after ”a careful and considered selection process”. Also this time the company has focused on a talent with vast experience in Made in Italy and above all in pret-a-porter, a name which however had never been made among the possible choices. In fact, it was November 23, 2022, when Kering had announced the farewell to Alessandro Michele, and left the position open. But what will De Sarno’s task be? Certainly redefine the codes of the maison, bringing Marco Bizzarri back to the CEO and expressing a creative vision of the brand with ‘desirable’ collections, under the banner of ‘modern luxury’, but with a keen eye on heritage. This is somewhat what the luxury group, which closed 2021 with a turnover of 17.6 billion euros, seems to expect from him.
”I am certain that, thanks to his deep understanding and appreciation for the unique heritage of our brand, – explained Bizzarri in fact – he will lead the creative team with a distinctive vision that will help write the next chapter of Gucci, strengthening the authority of the maison in the field of fashion and capitalizing on its undisputed heritage.” The idea is to give value to the history of the brand, founded in 1921 in Florence, but focusing on contemporary details. ”With Sabato De Sarno at the creative guide , we are confident that the maison will continue to influence fashion and culture through highly desirable products and collections and to contribute a unique and contemporary perspective to modern luxury,” said François-Henri Pinault, President and CEO of Kering. De Sarno will begin to fill his new position as soon as he has fulfilled his obligations in his current role. He declared himself ”honoured” and ”proud” to join a maison ”with an extraordinary history and heritage, which over the years has been able to welcome and preserve values in which I believe”. He is ”excited and enthusiastic” to contribute to the brand, but now everyone is waiting to find out how his creative vision will write the new chapter of the Gucci maison.
