Upon his exit from Balenciaga, Demna is stepping into Gucci as artistic director

Pictured here is Demna after being named winner of the "International Ready-to-Wear Designer" award during the British Fashion Awards 2016. He is leaving Balenciaga to become artistic director of Gucci. Photo: AFP

Italian luxury brand Gucci has appointed Georgian designer Demna (Demna Gvasalia) as its artistic director, owner Kering said on Thursday (March 13), as it tries to revitalise its struggling flagship label and stop a slide in sales.

"His creative power is exactly what Gucci needs," Kering CEO François-Henri Pinault said in a statement.