Gucci Names Francesca Bellettini as New CEO in Bold Kering Reset

In mid-September 2025, Gucci made a decisive move: Francesca Bellettini, former Deputy CEO of Brand Development for Kering, was appointed as the new CEO of Gucci, replacing Stefano Cantino, who was in the role for less than a year. This leadership shift is one of the first under Kering’s new group CEO, Luca de Meo, and it signals urgency in Gucci’s efforts to reverse declining sales and re-establish its luxury standing.

What Led to This Executive Change

Gucci has faced multiple challenges in recent quarters:

• A sharp drop in sales—around 25-26% decline year-over-year for the first half of 2025.

• Falling profits, growing investor concern, and a brand perception that it has drifted away from its core identity. Critics argue that prior creative decisions and pricing strategy missteps eroded Gucci’s prestige.

Under Luca de Meo’s leadership at Kering, restructuring was expected. Bellettini’s appointment is part of that plan: streamlining leadership (eliminating redundant deputy roles), aligning creative and commercial strategy, and trying to restore Gucci’s relevance and influence. 

Bellettini’s Strengths & What She Brings to the Table

Deep Experience in Luxury

Prior to this, Bellettini led Saint Laurent and had oversight responsibilities over multiple Kering brands. She also has previous experience at Prada Group and Helmut Lang. She knows both creative direction, brand management, and how to run a profitable business. 

Relationship with the House of Gucci

Since she's been working with Kering Group, Bellettini has already been involved in recent Gucci decisions, including working with the current creative director Demna. This continuity will help for an easy transition as she steps into the top role.

Strategic Focus Under Pressure

Her mandate will likely include stabilizing sales, re-building brand desirability, refining pricing strategy, and improving product consistency. These are all areas in which Bellettini already has extensive experience, so Kering Group is optimistic that she'll be able to leverage this experience at Gucci.

What This Means for Gucci’s Products & Brand Perception

Focused Creative Direction

Expect sharper alignment between product releases and what core luxury consumers want (heritage, quality, identity). Pieces that feel “too trend-driven for trend’s sake” may be toned down.

Increased Rarity & Scarcity Signals

To win back prestige, Gucci may potentially put more emphasis on limited edition pieces and special collaborations, better finishing details, exclusive lines, and/or tighter distribution in general. They may also follow the approach of Louis Vuitton and Chanel and offer more specialized products and experiences for their VIP clients. And much to the chagrin of Gucci shoppers, they may also consider closing down even more outlet boutiques, to reduce access and bolster demand.

Updated Pricing & Resale Impact

New retail price increases will likely follow revamped product lines, which is surprising given that the increased purchases during Sabato de Sarno's tenure as Creative Director were widely criticized due to perceived lack of corresponding increase in quality to match the new pricing. Gucci will need to ensure that there are tangible improvements to their products to justify any newly increased prices. Resale market watchers will certainly be watching whether pre-Bellettini Gucci items hold up better vs. newer ones.

What Shoppers & Collectors Should Be Looking Out For

• Watch Gucci’s next major collection for signs of reinvention, both in terms of style, storytelling, and possibly even the show attendees.

• Identify “core heritage” pieces vs experimental ones. It may be that classic Gucci iconography (horsebit buckles, loafers, GG motifs) regain strength.

• Secondhand items that are well-made, in excellent condition, and with rare finishes. if Gucci's repositioning works, they’ll likely become more prized in value over the next year or so. 

Conclusion: Gucci’s Reboot in Luxury Under a New CEO

Gucci is at a crossroads. With Francesca Bellettini now at the helm, the brand has an opportunity to reclaim its luxury prestige, tighten what’s working, and cut what’s not. For luxury enthusiasts, this shift is something to watch closely—not just for new collections, but for which pieces emerge as symbols of this reset. If her leadership works, “Gucci 2.0” could deliver both desirability and investment value once more.