Gucci is once again at a crossroads. After less than two years, Sabato De Sarno is out as creative director, marking yet another shift in the brand’s turbulent evolution. The upcoming collection will be presented by the in-house design team, while a new artistic vision is still under wraps. But what led to this abrupt departure? And more importantly—where does Gucci go from here?
A Difficult Transition for Gucci
De Sarno inherited one of the toughest challenges in luxury fashion: redefining Gucci’s identity after the departure of Alessandro Michele, whose eclectic, maximalist aesthetic made the brand a global sensation. Under Michele, Gucci was synonymous with bold, over-the-top creativity—mixing vintage references, gender fluidity, and pop culture in a way that redefined luxury for a generation. But by the time De Sarno arrived, the pendulum had swung in the opposite direction. The industry was shifting toward a more restrained, refined elegance. Chanel, Dior, and Louis Vuitton had all successfully embraced a quieter, more timeless luxury. Gucci, with its loud, statement-making designs, needed a reset.
De Sarno’s vision was clear from the start: elevate Gucci into a more polished, understated realm of luxury. His debut collection replaced eccentricity with simplicity— sleek tailoring, rich fabrics, and an emphasis on quiet sophistication. But was this too much of a departure for Gucci’s loyal audience?
Why the Vision Didn’t Stick
The challenge with any drastic creative shift is that it takes time to resonate. While some of De Sarno’s designs—like his suede moccasin boots and monogrammed separates—were well received, they lacked the immediate, headline-making impact that Gucci had under Michele.
Another issue? The industry itself was shifting again. After years of minimalism reigning supreme, maximalism has started to creep back into the fashion conversation. Recent collections from brands like Schiaparelli and Balenciaga have embraced a more dramatic, attention-grabbing aesthetic—one that Gucci was once the master of. De Sarno was playing the long game, but Gucci needed a turnaround faster than his vision allowed. And with Stefano Cantino—formerly of Louis Vuitton—now leading the brand as CEO, it became clear that a new strategy was on the way.
What’s Next for Gucci?
Kering, Gucci’s parent company, has hinted that the next creative direction will lean back into fashion-forward territory. Whether that means a return to statement-making designs or a reinvention of its heritage codes remains to be seen. One thing is certain: Gucci can’t afford to stay in limbo. With other major luxury houses refining their brand identities and the industry embracing boldness once again, Gucci needs to reclaim its space in the fashion conversation.
The shake-up at Gucci is part of a broader trend in luxury fashion. Dior just announced the departure of Kim Jones after seven years, and Ferragamo is undergoing a leadership shift as well. Even Mugler is rumored to be parting ways with Casey Cadwallader. The game of musical chairs in fashion never stops—but for Gucci, the stakes feel particularly high. So, what’s next? A return to excess? A new take on its Italian heritage? Or another reinvention altogether? Whatever happens, Gucci’s next move will set the tone for luxury fashion’s future.
Gucci’s Next Chapter: What Went Wrong and What’s Next?
Gucci is once again at a crossroads. After less than two years, Sabato De Sarno is out as creative director, marking yet another shift in the brand’s turbulent evolution. The upcoming collection will be presented by the in-house design team, while a new artistic vision is still under wraps. But what led to this abrupt departure? And more importantly—where does Gucci go from here?
A Difficult Transition for Gucci
De Sarno inherited one of the toughest challenges in luxury fashion: redefining Gucci’s identity after the departure of Alessandro Michele, whose eclectic, maximalist aesthetic made the brand a global sensation. Under Michele, Gucci was synonymous with bold, over-the-top creativity—mixing vintage references, gender fluidity, and pop culture in a way that redefined luxury for a generation. But by the time De Sarno arrived, the pendulum had swung in the opposite direction. The industry was shifting toward a more restrained, refined elegance. Chanel, Dior, and Louis Vuitton had all successfully embraced a quieter, more timeless luxury. Gucci, with its loud, statement-making designs, needed a reset.
De Sarno’s vision was clear from the start: elevate Gucci into a more polished, understated realm of luxury. His debut collection replaced eccentricity with simplicity— sleek tailoring, rich fabrics, and an emphasis on quiet sophistication. But was this too much of a departure for Gucci’s loyal audience?
Why the Vision Didn’t Stick
The challenge with any drastic creative shift is that it takes time to resonate. While some of De Sarno’s designs—like his suede moccasin boots and monogrammed separates—were well received, they lacked the immediate, headline-making impact that Gucci had under Michele.
Another issue? The industry itself was shifting again. After years of minimalism reigning supreme, maximalism has started to creep back into the fashion conversation. Recent collections from brands like Schiaparelli and Balenciaga have embraced a more dramatic, attention-grabbing aesthetic—one that Gucci was once the master of. De Sarno was playing the long game, but Gucci needed a turnaround faster than his vision allowed. And with Stefano Cantino—formerly of Louis Vuitton—now leading the brand as CEO, it became clear that a new strategy was on the way.
What’s Next for Gucci?
Kering, Gucci’s parent company, has hinted that the next creative direction will lean back into fashion-forward territory. Whether that means a return to statement-making designs or a reinvention of its heritage codes remains to be seen. One thing is certain: Gucci can’t afford to stay in limbo. With other major luxury houses refining their brand identities and the industry embracing boldness once again, Gucci needs to reclaim its space in the fashion conversation.
The shake-up at Gucci is part of a broader trend in luxury fashion. Dior just announced the departure of Kim Jones after seven years, and Ferragamo is undergoing a leadership shift as well. Even Mugler is rumored to be parting ways with Casey Cadwallader. The game of musical chairs in fashion never stops—but for Gucci, the stakes feel particularly high. So, what’s next? A return to excess? A new take on its Italian heritage? Or another reinvention altogether? Whatever happens, Gucci’s next move will set the tone for luxury fashion’s future.