Luxury fashion is in the middle of a major creative reshuffle in 2025, as leading houses from LVMH to Kering reposition their top design talent. Moves at Loewe, Gucci, Dior, Fendi, Hermès, Balmain, and Versace are reshaping who sets the tone for runways, red carpets, and retail floors. For brands already under pressure to stay culturally relevant and commercially strong, these appointments will help decide who wins the next phase of luxury growth.
- Loewe appoints Jack McCollough and Lazaro Hernandez
- Demna takes the helm at Gucci
- Jonathan Anderson moves to Dior
- Fendi lines up Maria Grazia Chiuri
- Hermès names Grace Wales Bonner for menswear
- Balmain turns to Antonin Tron after Olivier Rousteing
- Versace and the open question after Dario Vitale
- What the 2025 moves signal for luxury
Loewe appoints Jack McCollough and Lazaro Hernandez
At Loewe, part of LVMH, Jonathan Anderson is exiting after more than a decade, with Jack McCollough and Lazaro Hernandez stepping in as the new creative directors in 2025. The house confirmed their appointment on its official site, presenting the pair as the next chapter for the Spanish luxury brand after their long tenure at Proenza Schouler.
McCollough and Hernandez will take full creative responsibility for womenswear, menswear, and leather goods, giving them control over both image‑making on the runway and core product categories like bags and small leather goods. Their brief is to build on Loewe’s momentum while respecting the craft-driven identity established under Anderson.
Demna takes the helm at Gucci
At Gucci, parent group Kering has named Demna as artistic director, succeeding Sabato De Sarno and signaling a reset at its flagship brand. In an official release, Kering confirmed that the Georgian designer will take up the role from July 2025, adding Gucci to his already high‑profile position at Balenciaga.
Demna’s arrival follows a period of softer performance at Gucci, with the move widely seen as an attempt to recapture the kind of bold, disruptive energy that once made the house the hottest brand in the world. In 2025, the challenge will be balancing his boundary-pushing aesthetic with Gucci’s scale and the expectations of Kering’s investors.
Jonathan Anderson moves to Dior
Even as he departs Loewe, Jonathan Anderson is stepping into one of the most powerful roles in luxury at Dior, also under LVMH. Multiple outlets report that he will become creative director overseeing womenswear, menswear, and haute couture following the exits of Kim Jones from menswear and Maria Grazia Chiuri from womenswear and couture.
Anderson will hold unified creative responsibility across Dior’s major lines, a structure that effectively concentrates the house’s aesthetic under a single vision. Profiles in GQ, Vogue, and CNN describe the move as historic, bringing his experimental, craft‑focused approach from Loewe to one of Paris’s most influential maisons.
Fendi lines up Maria Grazia Chiuri
At Fendi, another LVMH brand, the creative picture is still being finalized but steadily reported across fashion media. Grazia and other outlets note that Maria Grazia Chiuri, following her departure from Dior, is expected to join Fendi as part of a reshuffle that sees long-serving designer Silvia Venturini Fendi step back from her day-to-day creative role.
The move is widely framed as part of a broader internal rebalancing between Rome and Paris, linking Chiuri’s feminine, narrative-driven aesthetic with Fendi’s leather goods strength and couture-level craftsmanship.
Hermès names Grace Wales Bonner for menswear
Family‑controlled Hermès is also refreshing its creative leadership. In October 2025, the house announced Grace Wales Bonner as its next menswear creative director, succeeding Véronique Nichanian, who is leaving the role after 37 years.
Wales Bonner will present her first Hermès menswear show in January 2027, giving her time to embed within the ateliers and shape the line. 2027 Analysts view her appointment as a generational shift that brings her research-driven, Afro-Atlantic-informed storytelling into dialogue with Hermès’s long-standing focus on materials, tailoring, and quiet luxury.
Balmain turns to Antonin Tron after Olivier Rousteing
At Balmain, owned by Mayhoola, the end of Olivier Rousteing’s era is one of the year’s most symbolic changes. Industry round‑ups from Harper’s Bazaar recap Rousteing’s departure and identify Antonin Tron as the incoming creative lead, marking a handover from a social‑media‑driven vision to a more pared‑back, construction‑focused designer. 2025
Tron’s arrival could tilt Balmain toward a sharper, more architectural silhouette, potentially dialling down the hyper‑glam “Balmain Army” image that defined the Rousteing years. How this evolves across ready‑to‑wear and accessories will be closely watched by buyers and department‑store partners.
Versace and the open question after Dario Vitale
The final move in the 2025 creative shuffle is still incomplete. Dario Vitale’s role at Versace within the Prada Group framework is due to change around December 2025.
However, a successor has not yet been officially named, so the role is widely listed as TBA in industry recaps and infographics. That open seat at Versace has quickly become one of the most speculated‑about vacancies in luxury, and any appointment is expected to have knock‑on effects across other European houses as designers weigh offers and contracts.
What the 2025 moves signal for luxury
Taken together, the confirmed 2025 appointments at Loewe, Gucci, and Hermès show how aggressively major luxury groups are repositioning their brands for the next cycle. LVMH is ushering in a new design duo at Loewe, Kering is betting on Demna to reinvigorate Gucci, and Hermès is bringing in Grace Wales Bonner to speak to a younger luxury audience while preserving its craft‑first reputation.
