Kering’s new Executive Board: Luxury group in transition – Gucci, Balenciaga and Saint Laurent

Major upheaval at Kering: the French luxury group is relying on a new management team and a focused realignment of the brand strategy in 2025. Also in focus: Gucci, Balenciaga and Saint Laurent. The new CEO Jean-Marc Duplaix announces far-reaching changes – with a focus on creative quality, profitability and sustainability. By the way, alongside LVMH, Kering is the largest luxury group in the world.

Management change at the top of the Group

Jean-Marc Duplaix, former CFO of Kering, takes the helm and replaces long-time CEO François-Henri Pinault in the operational management. While Pinault will focus on strategic issues within the Pinault family holding Artemis in future, Duplaix represents a phase of consolidation. His mission: to focus the Group with fewer, but clearly positioned brands.

Gucci as a key brand in the restructuring process

Particular attention is being paid to Gucci, which recently lost market share to Louis Vuitton. The new creative director Sabato De Sarno wants to modernize the brand – with reduced silhouettes, more understatement and a clear break from the eclectic style of recent years. The first shows point to a return to craftsmanship and classic codes.

• Clear creative vision at Gucci
• Reduced product lines for more focus
• Stronger differentiation from Dior & Vuitton

Balenciaga: Between comeback and reputation work

Following the scandal surrounding past advertising campaigns, Balenciaga is under particular scrutiny. Creative director Demna is trying to reposition the brand with calmer design and targeted image work. Kering itself has introduced an internal ethics board for this purpose – a first in the industry that is intended to win back trust in the long term.

Saint Laurent with stable performance

In contrast to Gucci and Balenciaga, Saint Laurent is considered a solid driving force with a strong sales performance. Creative director Anthony Vaccarello continues to focus on glamorous, clear cuts with rock elements – and, according to BoF, has recently achieved record sales.

• Saint Laurent with constant growth
• Fewer scandals, more brand loyalty
• Strong presence in North America and Asia

Balenciaga x Pierpaolo Piccioli: New Creative Director

He succeeds Demna! The official handover is set to take place in July 2025 – with the first designs for the spring/summer 2026 collection. For Balenciaga, this means a radical new beginning with a focus on craftsmanship, emotion and couture heritage. Read more here:

• Balenciaga x Pierpaolo Piccioli: New Creative Director

What does the Kering conversion mean for the industry?

With its new focus, stronger governance and clear creative direction, Kering wants to catch up with the LVMH Group again. The competition remains fierce, but with discipline and a strategic realignment, Gucci, Balenciaga & Co. could climb back into the luxury top league. The fashion world is eagerly awaiting the next collections – and Duplaix’s next steps.