Gucci is entering a new era, and at the center of it all is Gucci new CEO Francesca Bellettini. After years of remarkable success at Saint Laurent, Bellettini now faces the challenge of reviving one of fashion’s most iconic brands at a time when sales are sliding and competition is fierce.
With her sharp business instincts, deep knowledge of the luxury market, and a proven track record of growth, she is stepping into the role with both confidence and urgency. Partnering with creative director Demna, whose bold Gucci La Famiglia collection will debut at Milan Fashion Week, Bellettini’s leadership promises to shape the future of Gucci in ways the fashion world is watching closely.
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A Turning Point for Gucci
Change is in the air at Gucci. After months of uncertainty, Gucci new CEO Francesca Bellettini has officially stepped into the top job. Her appointment marks a bold new chapter for the Italian luxury house, which has been struggling to keep up with fast-changing trends and declining sales. With a proven track record at Saint Laurent and years of experience inside the Kering group, Bellettini is now responsible for breathing life back into Gucci.
Gucci’s recent challenges are not small. Once the crown jewel of Kering’s portfolio, the brand generated more than €10 billion in sales at its peak in 2022. But over the past two years, those numbers have fallen sharply. In the most recent quarter alone, Gucci sales down 25% shocked both investors and fashion watchers. Bellettini is stepping in at exactly the moment when Gucci needs fresh vision and strong leadership.
Who Is Francesca Bellettini?
Before diving into what she plans for Gucci, it helps to understand Francesca Bellettini career background. Born in Italy and educated at Bocconi University in Milan, she started her professional journey far from fashion, in investment banking. Working at global firms like Goldman Sachs, Deutsche Morgan Grenfell, and Compass Partners, she built strong analytical skills before pivoting into fashion in 1999.
Her first major move into fashion came when she joined Prada’s business planning division. From there, she climbed steadily through the industry, taking on leadership roles at Helmut Lang, Gucci, Bottega Veneta, and eventually Saint Laurent. At Saint Laurent, she transformed the company’s revenue from €550 million in 2013 to more than €3.2 billion a decade later. That incredible growth established her reputation as one of fashion’s most capable executives.
Today, Bellettini is not just a fashion insider but also a respected business leader. She sits on the board of Ferrari NV and has been part of the Kering executive committee since 2013. These experiences combine to make her the perfect candidate to lead Gucci’s revival.
Why Gucci Needed a Leadership Change
The appointment of Bellettini follows a string of rapid leadership changes at Gucci. Kering leadership change Gucci has been a recurring headline for months. Her predecessor, Stefano Cantino, lasted only nine months in the role. With instability at the top, confusion grew about the brand’s direction.
Luca de Meo, Kering’s new CEO, made Bellettini’s appointment his first major decision. His goal is clear: create stability at Gucci and give the brand the time and space to recover. De Meo has publicly said he wants to “build a leaner and clearer organisation,” and bringing Bellettini into Gucci is the cornerstone of that vision.
The Creative Side: Demna at Gucci
While Bellettini will run the business, the creative heartbeat of Gucci is now in the hands of Georgian designer Demna. Known for his provocative designs at Balenciaga, Demna is stepping into Gucci at a critical moment. His upcoming debut is being closely watched by the entire industry.
Demna Gucci Collection Preview
Ahead of Milan Fashion Week, Gucci teased pieces from Demna’s first lineup, giving fans a taste of what’s to come. Bold silhouettes, cultural references, and unexpected pairings have already sparked conversations. This early look has been described as the Demna Gucci collection preview, offering a window into how Gucci’s image may shift under his artistic direction.
Gucci La Famiglia Collection
The debut is officially titled the Gucci La Famiglia collection, a name that highlights themes of heritage, unity, and belonging. Demna has said that he wants to tap into both Gucci’s family roots and today’s global audience, creating something familiar yet entirely new. Some of these designs will be available in select Gucci stores immediately after their unveiling, a move aimed at driving both hype and sales.
Gucci Demna First Lookbook 2025
The excitement doesn’t stop at the runway. Gucci plans to release the Gucci Demna first lookbook 2025 right after the collection’s debut. This digital-first strategy reflects how consumers now interact with fashion: instantly, visually, and globally. By connecting the show with retail-ready drops, Gucci hopes to create buzz that translates into revenue.
What to Expect from Demna’s Gucci
So, what to expect from Demna’s Gucci? Based on early signals, we can anticipate a mix of boundary-pushing designs and nostalgic references. Demna is known for his ability to balance irony with luxury, challenging traditional norms while delivering high-end products. If his past work is any guide, we’ll see a blend of oversized shapes, streetwear influences, and dramatic accessories that appeal to younger, trend-conscious buyers.
But the real test will be whether these designs resonate with Gucci’s loyal customers and whether they can restore the brand’s sales momentum. Bellettini’s role will be to ensure that Demna’s creative risks translate into commercial success.
Bellettini’s Playbook for Revival
So how exactly does Bellettini plan to revive Gucci? Based on her past achievements and current strategy, we can outline a few key moves.
1. Reconnect with Customers
She knows that Gucci must rebuild trust with its audience. That means focusing on authenticity, creativity, and relevance. By aligning product launches with cultural moments and social media trends, Gucci can re-establish itself as a leader in luxury.
2. Stabilize Sales
Addressing the Gucci sales down 25% issue is urgent. Bellettini’s experience at Saint Laurent shows she knows how to scale revenue sustainably. Expect tighter product assortments, careful pricing, and more control over distribution.
3. Digital-First Marketing
Bellettini understands the digital space. She plans to double down on online channels, livestreamed runway shows, and exclusive online drops. The upcoming Gucci Demna first lookbook 2025 is just the beginning.
4. Streamlined Leadership
By removing redundant deputy roles and simplifying reporting lines, she will create the “leaner organisation” promised by Luca de Meo. Clear accountability should help Gucci move faster in a competitive market.
Gucci at a Glance (Before vs. After Bellettini)
| Metric | Before Bellettini | With Bellettini’s Leadership |
|---|---|---|
| CEO Stability | 3 CEOs in 2 years | Clear long-term leader |
| Annual Sales | €10B peak in 2022 → -25% decline | Focus on recovery, new growth |
| Creative Direction | Uncertainty, designer exits | Demna’s debut with La Famiglia |
| Customer Perception | Mixed, brand fatigue | Fresh vision + digital buzz |
The Road Ahead
Reviving Gucci will not be easy. The luxury sector is facing pressure from changing consumer tastes, economic uncertainty, and competition from rivals like Chanel, Dior, and Balenciaga. But Bellettini has faced challenges before, and her record suggests she thrives under pressure.
Her ability to balance creativity with commerce makes her uniquely suited for this role. Pairing her leadership with Demna’s daring designs could set Gucci up for its next golden era.
Final Thoughts
The story of Gucci new CEO Francesca Bellettini is about more than one executive. It’s about the future of one of fashion’s most iconic houses. With sales sliding and rivals on the rise, Gucci desperately needed a leader with both vision and experience. Bellettini, with her mix of financial expertise, fashion knowledge, and proven leadership, is exactly that.
As the world waits for Demna’s debut and the Gucci La Famiglia collection, all eyes are on how Bellettini will steer Gucci through its toughest test in years. One thing is certain: Gucci is once again at the center of the fashion conversation.
