In a surprising move in the fashion world, Sabato De Sarno is stepping down as the creative director of Gucci. The luxury giant, which is controlled by Kering, has confirmed that De Sarno, who only took the reins in 2023, will be leaving the brand. His departure follows a tenure that began with high hopes and a difficult task — carrying Gucci into the future while honoring its rich heritage.
A Bold Vision, But a Challenging Reality
De Sarno’s appointment came on the heels of Alessandro Michele’s departure, and it was clear that De Sarno had a tough act to follow. The Naples-born designer, who honed his craft at Prada, Dolce & Gabbana, and Valentino, entered Gucci with a clear vision: to breathe new life into the brand while moving away from the maximalist aesthetic that had become synonymous with Michele’s name.
In De Sarno’s first collections, we saw a return to Gucci’s more classic roots. Drawing inspiration from the sleek, sexy minimalism of Tom Ford’s tenure in the ’90s, De Sarno’s designs were sophisticated, alluring, and pared down. Yet, while many embraced his refined approach, critics felt the collections lacked the strong identity that had made Gucci under Michele a global sensation.
The Sales Struggle: A Rocky Road Ahead
Despite the fresh direction, Gucci’s sales have continued to struggle. In fact, the brand’s sales saw a sharp 25% drop in the third quarter of the previous year, sending ripples through Kering, the company’s parent group. While it’s clear that De Sarno worked hard to shift the brand’s trajectory, the decline in sales is a stark reminder of the challenges that come with reviving a fashion giant.
With Gucci’s long-standing reputation for pushing boundaries, the recent drop in performance is not only a concern for De Sarno’s departure but for the entire group. While fashion is cyclical and brands often experience ups and downs, Gucci’s current situation leaves many questioning what will come next.
The Future of Gucci: Who Will Take Over?
While Kering has not announced a successor for De Sarno, the big question remains: who will lead Gucci into its next era? The fashion world is already abuzz with speculation about potential replacements, though for now, Gucci’s internal design team will step in to oversee the upcoming Fall/Winter 2025 collection, set to show in Milan on February 25.
It is unclear how much of the FW25 show will feature De Sarno’s work, leading many to wonder if the collection will see a dramatic shift in direction. With less than three weeks to go, Gucci’s future creative vision will soon unfold before our eyes.
What’s Next for De Sarno?
As for De Sarno, his next steps remain unclear. Having worked with Valentino and other luxury brands throughout his career, he may seek out new challenges or opportunities within the fashion industry. For now, though, it seems his time with Gucci has come to an end. Fashion insiders are eager to see what direction he will take in the coming months.
Gucci’s Legacy: A Fashion Powerhouse
Founded in 1921 by Guccio Gucci, the brand has always been a beacon of luxury and creativity. From its early days as a purveyor of high-end leather goods to its transformation into a global fashion force, Gucci has constantly reinvented itself while remaining true to its Italian roots. No matter who takes the helm next, Gucci’s legacy as a fashion powerhouse is undeniable.
The next chapter for the brand may hold unexpected twists, but one thing is certain: Gucci’s ability to remain relevant, innovative, and culturally influential will continue to be its greatest strength.
