Kering appointed Demna Gvasalia as artistic director of Gucci, turning to the Balenciaga designer to inject new life into its flagship brand at a difficult time for the industry.

Gucci has announced that the Balenciaga artistic director Demna, who goes by one name, will take over the creative direction of the Italian luxury fashion house starting in July.

In one of the most significant fashion shockers in recent history, Demna—Balenciaga’s radical creative dynamo—is going to Gucci. “I am truly excited to join the Gucci family,” said Demna in a statement. “It is an honor to contribute to a House that I deeply respect and have long admired.”