Saint Laurent ends Vaccarello's decade-long tenure in wider revamp

• Vaccarello succeeded Hedi Slimane in 2016 and grew Saint Laurent into a global powerhouse, reaching over €3 billion in annual sales in 2023 by capitalizing on strong Chinese demand
• Saint Laurent revenues declined 9% in 2024 and 6% in 2025 before stabilizing in the current year, reflecting broader luxury industry headwinds
• The creative director change is part of CEO Luca de Meo's overhaul of Kering, which has already seen designer changes at Gucci, Balenciaga, and Bottega Veneta

Saint Laurent Creative Director Departs as Kering Pursues Turnaround

Key Personnel Change:

Belgian designer Anthony Vaccarello is leaving Saint Laurent after a decade as creative director, ending his tenure that began in 2016 when he succeeded Hedi Slimane. Kering, the brand's parent company, announced a replacement will be named soon.

Performance Highlights:

Under Vaccarello's leadership, Saint Laurent grew into a global powerhouse, surpassing €3 billion in annual sales in 2023, driven largely by strong Chinese demand. However, recent performance has weakened:

• 2024: revenues declined 9%
• 2025: revenues fell 6%
• 2026: sales have largely stabilized

Strategic Context:

The departure comes as Kering CEO Luca de Meo orchestrates a broader transformation following years of declining performance across the luxury conglomerate. Saint Laurent was the last major Kering brand to maintain its creative director amid an industry-wide slowdown that already triggered leadership changes at Gucci, Balenciaga, and Bottega Veneta.

Market Implications:

The creative director change signals Kering's aggressive approach to reversing momentum across its portfolio. Regaining market share, particularly in key growth markets, is identified as a top priority for the group. The luxury sector faces continued headwinds, with weakening demand particularly impacting brands heavily exposed to Chinese consumers.

Vaccarello's decade-long run focused on preserving Saint Laurent's Parisian heritage while expanding globally, including ventures into film production and high-profile runway shows at landmarks like the Eiffel Tower. His exit marks the end of an era as Kering attempts to rejuvenate its brand portfolio amid challenging market conditions.