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.

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.”