Gucci announced that Demna will be the brand's newest creative director. The 43-year-old designer was formerly at the helm of Balenciaga and is the cofounder of Vetements. “Demna will bring to Gucci something exceptional.

On Thursday, a representative for parent company Kering announced that the Georgian designer, born Demna Gvasalia, would be leaving his post at Balenciaga and moving to the Italian fashion house. Demna succeeds Sabato De Sarno in the role.

The French luxury-goods company named Demna Gvasalia as the new artistic director of its flagship label Gucci, as the group seeks a brand turnaround amid a challenging market backdrop for luxury names.