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.”

Gucci announced on Thursday 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, and that the new collection would be created by the design team.

Kering’s flagship label Gucci ended its collaboration with creative director Sabato De Sarno as the brand faces weak demand and as the French group seeks to rejuvenate its fashion houses.