The move comes as Kering seeks to reduce Gucci’s reliance on seasonal designs and younger, less affluent customers, and focus on higher-spending, aesthetically conservative customers.

Succeeding Jean-François Palus, Cantino will lead the brand into a new growth phase.

Gucci’s turnaround will be led by Stefano Cantino.

The move comes as Kering seeks to inject new life into Gucci and reduce its reliance on seasonal designs and younger, less affluent customers, and focus on higher-spending, aesthetically conservative customers.

Kering, the parent company of Gucci, has appointed Stefano Cantino as the new CEO of its flagship brand at a time when both Gucci and the broader luxury sector are facing significant challenges. Cantino,

Cantino, who joined Gucci in May as deputy CEO, will have a seat on Kering's executive committee. Palus had been appointed CEO of Gucci in July 2023 and is Kering chairman and CEO