The name of Maria Grazia Chiuri, the creative director of Dior, was highly anticipated, but the chosen one to lead Gucci has been Demna, the man who revolutionized Balenciaga. The fashion game continues.

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.

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