De Sarno’s appointment was “a key ingredient in management’s strategy to push Gucci towards a more mainstream position. His departure suggests that consumers have not bought in to this ‘timeless Gucci’ theme, despite management’s lowered expectations for 4Q24.”

Sabato De Sarno is exiting Gucci two years after he was appointed as creative director, the brand announced on Thursday. Its Autumn/Winter 2025 show during Milan Fashion Week on 25 February will be presented by the Gucci design studio.

Gucci has announced that its creative director of under two years, Sabato De Sarno, has left the position just two and a half weeks before the next runway show.