Saint Laurent ends decade-long tenure of designer Vaccarello as part of wider group revamp

• Vaccarello joined Saint Laurent in 2016, succeeding Hedi Slimane, and drove sales to over €3 billion in 2023 before the brand lost momentum
• Saint Laurent revenues fell 9% in 2024 and 6% in 2025 before stabilizing in 2026, reflecting the broader luxury industry downturn
• Saint Laurent was the last major Kering brand to retain its creative director, following earlier designer changes at Gucci, Balenciaga, and Bottega Veneta

Summary: Saint Laurent Designer Vaccarello Exits After Decade Amid Kering Restructuring

Belgian designer Anthony Vaccarello is departing Saint Laurent after 10 years as creative director, marking the end of an era for the French luxury brand. Owner Kering announced the change on Friday, stating a new creative director will be named soon.

Key Performance Metrics:

Vaccarello, who succeeded Hedi Slimane in 2016, transformed Saint Laurent into a global powerhouse, achieving over €3 billion in annual sales in 2023 by capitalizing on strong Chinese demand. However, the brand subsequently lost momentum during the broader luxury industry downturn, with revenues declining 9% in 2024 and 6% in 2025 before stabilizing in the current year.

Strategic Context:

The departure is part of a wider restructuring effort by Kering CEO Luca de Meo, who is overhauling the group after years of decline. Saint Laurent was the last major Kering brand to retain its creative director during the luxury slowdown—Gucci, Balenciaga, and Bottega Veneta have already undergone designer changes.

Vaccarello's tenure was characterized by maintaining Saint Laurent's Parisian heritage while expanding globally, staging runway shows against iconic backdrops like the Eiffel Tower and venturing into film production, including Cannes-winning projects.

Market Implications:

The leadership change signals Kering's urgent need to revitalize its portfolio amid challenging market conditions. Regaining market position, particularly in key markets like China, will be a top priority for the new creative director. Investors should monitor upcoming announcements regarding the replacement and any strategic shifts in brand positioning as Kering attempts to reverse declining revenues across its luxury brands.