the fashion archives podcast: demna's creative direction at gucci

Ten years ago, Demna went to Balenciaga and completely flipped the house. Let’s be honest — Balenciaga was sliding into irrelevance after the Alexander Wang era, which had zero relevance. Demna didn’t just revive it — he turned it into the brand that defined a decade of fashion. Irony, normcore, trauma-core, the end of good taste — all of it. Meanwhile, behind the scenes, Demna and Alessandro Michele were building something. A friendship, a mutual respect, and in 2021, The Hacker Project — a rare moment of intra-Kering crossover. Two major houses under the same roof remixing each other’s codes like a fashion inside joke. It wasn’t just clever — it signaled trust. So when the announcement dropped that Demna is the new creative director of Gucci? Shocking, yes. But also: not really. Gucci needed a name. Demna needed a reset. Kering looked at the board, saw their strongest player, and made the move. Big name, big house. Simple. Now what? Personally, if I were Demna, I’d dive deep into the one thing no one’s really touched: the family drama. Gucci’s entire legacy is built on it — scandals, betrayals, financial chaos, murder. It’s the highest level of fashion drama, and weirdly, no one has turned it into a proper aesthetic direction. If anyone can do it, it’s Demna. I want to see something dark, twisted, bloody — but still romantic. Italian noir. Big coats, big glasses, drama in tailoring. This episode is about what this move really means — for Demna, for Gucci, and for the entire industry. Because whether you love him or hate him, he’s about to make fashion interesting again and make this 100 yo house live again. YOU'LL FIND ME HERE: insta ‪@chez.amelie‬ spoti https://open.spotify.com/show/4TqnCN6...