On March 13, Gucci announced that Demna will be the brand's newest creative director. The 43-year-old designer was formerly at the helm of Balenciaga and is the cofounder of Vetements.

Of all the names rumored for the Gucci role over the last month—and there were a lot of them— Demna, who was announced as its new artistic director today, is both the most obvious and the least.

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.