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.

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.

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.

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.

I am truly excited to join the Gucci family,” said Demna in a statement. “It is an honor to contribute to a House that I deeply respect and have long admired.” Demna will

Following the recent announcement of Sabato de Sarno's departure, the Italian fashion house has found a new king within the Kering family

Today, Kering announced that Demna will take on the role of Artistic Director at Gucci beginning in early July. The news comes several weeks after Sabato De Sarno departed the brand. It also comes on the heels of what turned out to be Demna’s last Paris ready-to-wear show as the house’s creative director.