Sabato De Sarno leaves Gucci amid the brand’s crisis

Gucci and Sabato De Sarno part ways after less than two years. His departure comes amid declining sales and ongoing challenges for the luxury brand.

In an unexpected turn, Gucci has announced the departure of its creative director, Sabato De Sarno, after less than two years in the role. De Sarno, who took over in 2023 following Alessandro Michele’s exit, was tasked with revitalising the brand’s image. However, his tenure coincided with a significant drop in sales, with a 25% decline in the third quarter of 2024.

Industry analysts suggest that De Sarno’s understated approach failed to connect with the bold and eclectic aesthetic that had defined Gucci in recent decades. Fashion expert Luca Solca commented, “Sabato De Sarno’s subdued style did not fit the exuberant image that consumers have built of Gucci over the past 30 years.”

Beyond its creative direction, Gucci’s parent company, Kering, is facing significant financial challenges. Its shares fell by 3% following the announcement, bringing total losses to nearly 40% over the past year. The slowdown in the Chinese market has been a key factor in this crisis.

While the search for a new creative director continues, Gucci will present its Autumn/Winter 2025 collection at Milan Fashion Week on 25 February, led by its in-house design team.