The Kering Group, which is the owner of the Balenciaga brand, announced this week that Pierpaolo Piccioli was appointed creative director. Earlier, he was the head of Valentino for many years, with whom he parted in 2024.
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As the New York Times informs, The current creative director – Georgian Demna designer – who managed the Balenciaga from 2015. He leaves to join Gucciwhich is also the property of Kering.
The change at the head of one of the most controversial fashion houses of recent years can mean a significant change in direction. Instead “damaged” shoes for 8,000 zloty.a towel skirt, bags that looks like a garbage baga handbag reminiscent of a packet of chips, customers can expect more subdued Couture projects.
Changes at the fashion house occur when Kering is struggling with difficulties after terrible results for 2024. The company recorded a 12 % decrease in revenues and introduced creative changes in three of its brands: Bottega Veneta, Gucci and Balenciaga.
One of the most controversial fashion houses has a new designer
As the New York Times reminds, Pierpaolo Piccioli is one of the greatest fashion romantics, while Demna is one of the greatest adventurers. Piccioli is known rather of its Couture projects, not streetwear.
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It was this aspect that Francesca Bellettini, deputy general director of Kering, pointed to this aspect. Bellettini in a press release regarding his nomination. And perhaps it is equally important that Mr. Piccioli has ambitions to change the image of the industry itself.
As the New York Times reminds, Piccioli was not as political in his projects and activities as Demnawhich dealt with climate change, capitalism and war in Ukraine.
See also: He was persecuted for his rural accent, he threw the school as a 16-year-old. Today he is the owner of Gucci and Balenciagi
“I do not want to deny the past, but to embrace the past to build a new future. I do not want to cancel what was because the house is created by many people. This is a chance to change the rules from the inside, to a different image of fashion and designers, creative directors, because we respect each other” – said Piccioli in an interview with the New York Times
For now, the company has not transferred plans to rebuild stores or get rid of old supplies and replace them with their projects. Piccioli will move to Paris from the vicinity of Rome, where he currently lives, and he and Demna will work for a month in Balenciaga. The first effect of the work of the new director of the Spanish fashion house can be seen during the show in Octoberwhich will take place in Paris.
