This report presents a year-long PR and marketing strategy to rehabilitate the public image of Demna Gvasalia, following major controversies during his tenure at Balenciaga, and in light of his recent appointment as Gucci’s Creative Director. The strategy centers on rebuilding public trust, repositioning Demna as an ethical, visionary leader, and restoring credibility within the luxury fashion industry.

The project begins with a career overview and analysis of Demna’s influence in merging streetwear with luxury, along with a breakdown of key controversies—most notably, the 2022 Balenciaga ad scandal involving children. These events led to accusations of insensitivity and damaged public perception.

A full SWOT analysis reveals Demna’s strengths in innovation and cultural relevance, while also highlighting weaknesses like limited mass appeal and a lack of transparency. Competitor benchmarking against Pharrell Williams and Rick Owens provides insight into successful PR and branding strategies in the luxury sector.

The solution proposes a four-quarter PR & marketing rollout
The report integrates strategic communications across social media, editorial partnerships, and immersive storytelling to humanize Demna, emphasize ethical leadership, and sustain relevance among Gen Z and Millennial consumers.

By year’s end, KPIs predict a 34% rise in positive sentiment and 75% favorable press coverage, signaling a successful repositioning of Demna from provocative disruptor to responsible innovator.