Of all the names rumored for the Gucci role over the last month—and there were a lot of them— Demna, who was announced as its new artistic director today, is both the most obvious and the least.

On March 13, Gucci announced that Demna will be the brand's newest creative director. The 43-year-old designer was formerly at the helm of Balenciaga and is the cofounder of Vetements.

Italian luxury brand Gucci has appointed Georgian designer Demna as its artistic director, owner Kering said on Thursday, as it tries to revitalise its struggling flagship label and stop a slide in sales.