Sabato De Sarno 'needs to spark heat' for Gucci to reinvigorate itself

Visitors walk past a Gucci store at Marina Bay Sands in Singapore. Photo: Reuters

Sabato De Sarno, newly appointed by Kering to reinvigorate its prized Gucci brand, needs to spark heat with a new direction, analysts say – a delicate task, given the emphasis executives have also put on the label's timeless appeal.

De Sarno, a senior fashion designer from Valentino, is tasked as creative director with reviving the fortunes of the brand that accounted for two-thirds of Kering's profits in 2021.