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,

Kering appointed Demna Gvasalia as artistic director of Gucci, turning to the Balenciaga designer to inject new life into its flagship brand at a difficult time for the industry.

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.