Gucci announced Thursday that the Balenciaga artistic director Demna will take over the creative direction of the Italian luxury fashion house, starting in July. Gucci and its French parent Kering said in a statement that Demna “has redefined modern luxury, earning global recognition and cementing his authority on the industry.’’

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.

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.

The Georgian creative will wrap up his tenure at Balenciaga with a couture show on July 9. His successor has yet to be named.

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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.

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

Just hours after Donatella Versace announced her departure from the brand her brother, Gianni Versace, founded and she led for nearly 30 years, another Italian house shared its own piece of breaking news.