The great Gucci reset is here. On Wednesday, the Italian fashion house named Demna, the mononymic designer who transformed Balenciaga from a niche luxury house into one of the most provocative, boundary-breaking brands of the last decade, as its new artistic director. He will be in charge of women’s wear, men’s wear and accessories.

Kering SA has appointed Demna Gvasalia, a designer who fueled sales growth at Balenciaga while courting controversy, as the artistic director at Gucci in a bid to revive the struggling label.