Gucci Names New President for EMEA Region
Effective June 1, Maria Cristina Lomanto, currently executive vice president, brand general manager, will assume the role of president of Europe, the Middle East and Africa. She will report to chief commercial officer Cayetano Fabry and succeed Matteo Mascazzini.
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Lomanto joined Gucci in 2022 from Roger Vivier, where she was chief executive officer of the Paris-based luxury brand.
When she went to Gucci, Lomanto brought extensive experience in fashion and luxury as she began her career at Jil Sander, before joining Yves Saint Laurent in the wholesale department. She then moved to the Prada Group, where she held several leadership roles, including leather goods merchandising and marketing director for Prada, retail director for Prada France, worldwide retail director, and ultimately general manager of Miu Miu.
At the same time, Marcello Costa will be promoted to chief merchandising officer, reporting to Gucci CEO Stefano Cantino.
Costa joined Gucci in February, bringing more than two decades of industry experience from leading fashion houses including Bottega Veneta, Miu Miu and Stella McCartney.
In addition to appointing Demna as the successor of Sabato De Sarno, who exited the brand in February, other key changes under Cantino's watch have included the arrival of Valérie Leberichel from Givenchy as senior vice president of global communications at Gucci; Francesco Falai, named chief people officer from his role as Gucci's senior vice president of global people retail and business; Marcello Mastrogiacomo from Armani Beauty Global as VP of digital marketing and media, a new role; Daniela Raganato from Valentino as global media director, and Davide Buzzoni, who joined Gucci from Loro Piana as global communications director. Last month, Christophe Marque joined the Italian luxury brand from DFS Group, a subsidiary of LVMH Möet Hennessy Louis Vuitton, as president and CEO of Gucci Americas reporting to Fabry. Marque succeeded Federico Turconi, who exited Gucci last October to take on the role of CEO of the SA Hospitality Group.
After showing its cruise collection in Florence last week, designed by a team, Demna is to make his first fashion statement at Gucci this fall. The creative director of Balenciaga since 2015, he is to officially take up the reins at the Italian megabrand after staging his swan song at Balenciaga, a couture collection, on July 9. Demna will be succeeded by former Valentino creative director Pierpaolo Piccioli. Hopes are pinned on Demna to reverse declining revenues at Gucci, which fell 25 percent in the first quarter of 2025, dragged down by low traffic and anemic demand for carryover styles.
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