Kering Appoints Francesca Bellettini as New CEO of Gucci in Strategic Leadership Overhaul
Published: September 17, 2025
In a significant shift within the luxury fashion landscape, Kering, the French luxury conglomerate, has appointed Francesca Bellettini as the new Chief Executive Officer of its flagship brand, Gucci. This decision comes just nine months after Stefano Cantino took the helm, marking a pivotal moment in Kering’s management strategy under the leadership of newly appointed CEO Luca de Meo.
A New Era for Gucci
Francesca Bellettini, an Italian native, has a rich background in the luxury sector, having initially embarked on her career in banking before transitioning into fashion. Since 2023, she has served as one of Kering’s two deputy chief executives, overseeing several prestigious brands, including Saint Laurent, Balenciaga, and Bottega Veneta. Her extensive experience within Kering’s portfolio positions her well to lead Gucci, a brand that has faced challenges in recent years, including notable declines in sales.
The appointment of Bellettini is seen as a strategic move to revitalize Gucci, which has experienced double-digit sales declines following a period of robust growth prior to the pandemic. Analysts and investors have been vocal about the need for a clear executive structure within Kering, and Bellettini’s leadership is expected to address these concerns effectively.
The Context of Leadership Changes
Luca de Meo, who took over as Kering’s CEO earlier this year, has been tasked with steering the company through a transformative phase. His leadership style emphasizes clarity and accountability, which has been a focal point for stakeholders eager to see a turnaround in Gucci’s fortunes. The decision to eliminate the deputy CEO roles previously held by Bellettini and Jean-Marc Duplaix reflects de Meo’s commitment to streamlining operations and enhancing executive responsibilities.
This leadership shake-up is not merely a reaction to Gucci’s recent performance; it also signals a broader trend within the luxury industry. Brands are increasingly recognizing the need for agile leadership that can adapt to rapidly changing consumer preferences and market dynamics. The luxury sector, once characterized by consistent growth, has faced headwinds in recent years, prompting companies to rethink their strategies.
Historical Context: Gucci’s Rise and Challenges
Gucci has long been a cornerstone of the luxury fashion industry, known for its innovative designs and cultural relevance. Founded in Florence in 1921, the brand has undergone various transformations, particularly under the creative direction of figures like Tom Ford and Alessandro Michele. However, the brand’s recent struggles highlight the challenges faced by even the most established names in luxury.
The COVID-19 pandemic significantly impacted consumer behavior, leading to shifts in spending patterns and a growing emphasis on sustainability and ethical practices. As a result, luxury brands, including Gucci, have had to recalibrate their strategies to align with evolving consumer expectations. Bellettini’s appointment comes at a crucial time when the brand must not only recover lost ground but also redefine its identity in a post-pandemic world.
The Road Ahead for Kering and Gucci
As Bellettini steps into her new role, the focus will be on revitalizing Gucci’s brand image and enhancing its market performance. Analysts suggest that her experience in managing other Kering brands will be instrumental in implementing innovative strategies that resonate with today’s consumers. The luxury market is increasingly competitive, with emerging brands challenging established players, making it imperative for Gucci to differentiate itself.
Kering’s decision to streamline its executive structure under de Meo’s leadership is also noteworthy. By eliminating the deputy CEO roles, the company aims to foster a more cohesive and agile management team. This approach aligns with industry trends that prioritize efficiency and responsiveness in leadership.
Conclusion
Francesca Bellettini’s appointment as CEO of Gucci marks a significant chapter in Kering’s ongoing efforts to navigate the complexities of the luxury fashion market. With her extensive experience and a clear mandate from Kering’s leadership, Bellettini is poised to lead Gucci through a transformative period. As the brand seeks to regain its footing and redefine its identity, the luxury industry will be watching closely to see how this leadership change unfolds. The challenges ahead are substantial, but with a renewed focus on innovation and consumer engagement, Gucci may well reclaim its status as a leader in luxury fashion.
