PARIS – Luxury analysts had been plumping for Gucci to name a high-profile creative director to reverse its declining business, but they seem lukewarm on the choice of Demna, who made Balenciaga a byword for underground, streetwise cool and hype collaborations.

Gucci is struggling. Gucci may be desperate. Today, the Italian house announced its appointment of Demna as its new Artistic Director. He will begin his tenure in July of this year, and present his first collection in September. Demna is Gucci’s first “celebrity” designer in the brand’s 100-plus-year history.

Kering appointed Demna Gvasalia as artistic director of Gucci, turning to the Balenciaga designer to inject new life into its flagship brand at a difficult time for the industry.

Gucci has announced that the Balenciaga artistic director Demna, who goes by one name, will take over the creative direction of the Italian luxury fashion house starting in July.

The French luxury-goods company named Demna Gvasalia as the new artistic director of its flagship label Gucci, as the group seeks a brand turnaround amid a challenging market backdrop for luxury names.

The Georgian creative will wrap up his tenure at Balenciaga with a couture show on July 9. His successor has yet to be named.

Demna has been tapped as the new artistic director of Gucci. On Thursday, a representative for parent company Kering announced that the Georgian designer, born Demna Gvasalia, would be leaving his post at Balenciaga and moving to the Italian fashion house.