Demna at Gucci? This Is Either Genius or a Beautiful Disaster

There are things in life that make sense. Gravity. The fact that iced coffee tastes better than hot coffee. The inevitable return of low-rise jeans, despite our collective protests.

But Demna taking over as creative director of Gucci? That one takes a second to digest.

What could possibly go wrong?

Sabato De Sarno is out. After just around two years. Which, to be fair, is about the same amount of time it takes for most of us to decide we hate our jobs.

RELATED: After Sabato de Sarno’s Exit, What’s Next for Gucci?

And now, the man who made Balenciaga a viral, meme-fueled, and dystopian fever dream is in.

The Gucci x Demna era is officially upon us. And people have thoughts.

Some are spiraling, claiming his high-concept and irony-drenched aesthetic is fundamentally incompatible with Gucci’s DNA.

(The house that gave us Tom Ford’s sex appeal, Frida Giannini’s polished maximalism, Alessandro Michele’s baroque fairy tale… and now this?)

Others are convinced this will be the ultimate revival, a shock to the system that Gucci desperately needs.

And then there are those who just see this as an excuse to celebrate the end of Demna’s Balenciaga reign—freeing the brand from its oversized and post-apocalyptic chokehold.

So what’s next?

What’s the vision? Good question. The luxury fashion landscape is shifting.

Logos don’t hit the way they used to. Quiet luxury had its moment, but it’s already starting to feel like a beige snooze fest.

Gucci, post-Alessandro, tried the whole clean and refined thing under Sabato, but the brand lost its chaos, its weirdness, its soul.

It’s possible Demna brings that back, but it’s also possible Gucci is about to become the most memeable and absurdly high-fashion brand we’ve ever seen.

Either way, one thing’s certain: Gucci is about to get weird. And we’re all going to be watching.

Photos courtesy Instagram