PARIS – Luxury analysts had been plumping for Gucci to name a high-profile creative director to reverse its declining business, but they seem lukewarm on the choice of Demna, who made Balenciaga a byword for underground, streetwise cool and hype collaborations.

PARIS– Luxury analysts had been plumping for Gucci to name a high-profile creative director to reverse its declining business, but they seem lukewarm on the choice of Demna, who made Balenciaga a byword for underground,

Demna has been named Gucci's new creative director, stepping into the role after a 10-year tenure at Balenciaga.