Kering appoints de Sarno as creative director of Gucci

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PARIS, January 28 (Reuters)The French luxury giant Kering PRTP.PA has appointed Sabato De Sarno, senior fashion designer at Valentino, as creative director of its flagship brand Gucci, it announced on Saturday.

At Gucci, he will be responsible for reviving the fortunes of a brand that accounted for two-thirds of Kering’s profits in 2021 but has lost momentum in recent years after meteoric growth in 2015-19.

De Sarno began his career at Prada in 2005, then at Dolce & Gabbana, before joining Valentino in 2009, where he held several positions before being appointed fashion director overseeing men’s and women’s collections, working closely together with chief designer Pierpaolo Piccioli.

“I am proud to join a House with such an extraordinary history and heritage, which over the years has known how to welcome and cherish the values ​​in which I believe. I am touched and excited to contribute my creative vision for the brand,” said From Sarno. in Kering’s statement.

He will present his first Gucci runway collection at Milan Women’s Fashion Week in September 2023.

Gucci CEO Marco Bizzarri said that having worked with a number of Italy’s most renowned luxury fashion houses, De Sarno “brings with him a broad and relevant experience”..

Former creative director Alessandro Michele, known for his flamboyant and fluid styles, abruptly left Gucci in November after seven years on the job, following tensions with Kering management, sources told Reuters.

Alongside Bizzarri, he oversaw a period of meteoric growth at Gucci between 2015 and 2019, with profits nearly quadrupling to just under 10 billion euros ($10.9 billion) and revenue almost tripled.

But in recent quarters, Gucci had begun to lag rivals including Hermès and LVMH’s big brand Louis Vuitton, with its performance in the key Chinese market becoming a source of concern for investors amid rising tides. COVID-19 closures.

($1 = 0.9202 euros)

(Reporting by Silvia Aloisi and Mrinmay Dey; Editing by Jason Neely and Alison Williams)

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