Kering new board: luxury group in transition – Gucci, Balenciaga and Saint Laurent
The French luxury group Kering is facing the biggest leadership change in years – and the fashion world is watching closely. With a new CEO at the helm, a clear strategic realignment, and a fresh perspective on its core brands Gucci, Balenciaga and Saint Laurent, Kering is sending an unmistakable message: standing still is not an option. Anyone who wants to understand where the global luxury industry is heading must understand what is currently happening at Kering.
Leadership change at the corporate top: Jean-Marc Duplaix takes over
Jean-Marc Duplaix, Kering’s long-serving CFO, takes on the role of CEO during a period that is anything but easy for the group. As a numbers expert, he knows the company’s structures from the inside – a quality that sets him apart from many of his predecessors. Not an external manager who has to find his feet first, but an insider who knows where the levers are.
Duplaix is regarded as sober, strategic and precise. His focus is not on spectacular announcements, but on measurable results. That is exactly what Kering needs at a time when competition from German fashion designers and international luxury conglomerates is increasing equally. This is relevant for aspiring models and young talents, because: anyone who wants to walk or shoot for one of the Kering brands must understand which aesthetics these houses will shape in the future.
From the numbers side to corporate leadership
As CFO, Duplaix was heavily involved in the decision of which brands would receive investments and which would be put on a spending cut. Now he carries overall responsibility. This experience allows him to take a broader view, something purely creatively driven CEOs often lack. Anyone wondering
New board, new dynamics
Alongside Duplaix, the entire board of directors has been completely restructured. The new leaders bring international experience in the areas of digitalisation, sustainability and brand strategy. These changes will be particularly noticeable in the areas of casting and campaign planning – good news for everyone looking to enter the world of fashion through a
Gucci, Balenciaga and Saint Laurent: Three Brands, Three Strategies
Kering is more than the sum of its parts – but these three brands are its core. Each represents its own aesthetic, its own target audience and its own challenge. The new leadership has developed an individual plan for each brand, based on realistic market analyses.
Gucci: Return to Substance
Gucci has been struggling for some time to find its place in an evolving luxury world. After years of experimental aesthetics, the house is now focusing on a return to craftsmanship and the iconic DNA of the brand. Anyone considering becoming a model for Gucci campaigns should be aware that the model measurements and requirements can vary depending on the brand’s positioning.
Balenciaga: Rebuilding Trust
Balenciaga has had turbulent times behind it. The brand is consistently working to regain lost trust – through clear communication, authentic campaigns and a creative vision that polarises but does not provoke. This requires models and faces who embody credibility. Anyone considering applying to a
Saint Laurent: Consistent Elegance
Saint Laurent remains the most stable pillar in the Kering portfolio. The brand has retained a clear identity – minimalist elegance, urban rigour, timeless silhouettes. The new board plans to further develop these strengths without compromising the brand’s soul. Anyone considering international appearances at shows such as the Paris Fashion Week or the Milan Fashion Week should keep this profile in mind.
Strategic Overview: What Kering Specifically Plans
The following table provides a structured overview of the strategic priorities of the three core brands under the new leadership:
| Brand | Strategic Focus | Creative Direction | Relevance for Models |
|---|---|---|---|
| Gucci | Brand core strengthening, profitability | Classic DNA, craftsmanship | High – broad campaign budgets |
| Balenciaga | Building trust, repositioning | Authentic, less provocative | Moderate – selective casting |
| Saint Laurent | Growth, brand stability | Minimalism, elegance | Very high – continuous demand |
Sustainability and digitalisation as new core themes
Kering has always been a pioneer in sustainability – and this commitment will not only be maintained under the new leadership, but intensified. Duplaix has clearly communicated that ecological and social responsibility is not a marketing measure, but a strategic foundation.
“Luxury without responsibility is no longer luxury – it is indifference in expensive packaging.”
At the same time, Kering is driving digitalisation forward. Virtual shows, digital collection presentations and data-driven casting processes are becoming the norm. This has direct effects on models and agencies. Anyone applying today at a
What sustainability means for models
The Kering brands are increasingly placing value on sustainable production – this also includes the treatment of models. Fair working conditions, transparent contracts and respectful treatment on set are not a given in the industry, but are increasingly being demanded by Kering. Anyone who wants to know whether
- Kering prioritises sustainable materials
- Fair working conditions on set are a must
- Digital campaigns reduce travel
- Long-term brand ambassadors instead of one-time hires
- Diversity in campaigns is actively promoted
What Kering’s transformation means for aspiring models
Kering’s restructuring is not an abstract corporate issue – it has concrete effects on the entire fashion world and thus also on everyone aiming for a modelling career. Those who know the requirements to become a model and take the right steps can benefit from this change.
Kering brands are increasingly seeking diversity – in sizes, origins and personalities. This is an opportunity for everyone who previously believed they did not meet the classic measurements. Whether becoming a curvy model, becoming a model in larger sizes or starting out with a modelling agency without a minimum height requirement – the doors remain open wider than ever before.
Anyone aiming to build a career should be aware of the following steps:
Checklist: How to prepare for Kering castings
- ☐ Have professional headshots taken
- ☐ Update and digitise your model portfolio
- ☐ Accurately measure and record your body measurements
- ☐ Research modelling agencies with a good reputation
- ☐ Submit casting applications to established agencies
- ☐ Mark Fashion Week dates in your calendar
- ☐ Design your social media presence professionally
- ☐ Apply online now at CM Models apply here
Those looking to gain initial experience on the side will find valuable tips in the article
For international ambitions, a look at
- International experience increases bookability
- Multilingualism is a real advantage
- Professional agencies open luxury doors
- Runway training significantly increases chances
Anyone looking to get started should also know how to contact a modelling agency properly and which
Common questions about Kering and luxury fashion
Who is Jean-Marc Duplaix and why is he relevant to the fashion world?
Jean-Marc Duplaix is the new CEO of Kering and therefore one of the most influential decision-makers in the global luxury fashion world. As a former CFO, he knows the financial structure of the group in detail. His decisions directly influence which campaign budgets are allocated, which brands grow and which aesthetic will shape the upcoming collections – and thus also which models and agencies Kering will book.
How does Kering differ from LVMH?
Both companies belong to the absolute top of the global luxury industry. LVMH is larger and more diversified – from wines through cosmetics to watches. Kering, on the other hand, focuses more strongly on fashion and leather accessories with a more concentrated portfolio of brands. This concentration makes Kering more agile in its brand strategy, but also more vulnerable when a core brand like Gucci struggles.
What impact does Kering’s transformation have on model castings?
Kering’s new strategic focus means that castings will be more targeted and selective. Brands like Saint Laurent are looking for clear, consistent types that match the brand identity. At the same time, diversity is being emphasised more strongly at Gucci and Balenciaga. Those who are well prepared – with a professional portfolio, clear measurements and agency support – have realistic chances of being considered.
Is it worth entering the fashion industry now?
Yes – right now there are opportunities. The change within major companies like Kering is creating new demand for fresh faces and diverse personalities. Those who know the right steps, are professionally prepared and apply with a reputable agency can benefit from this realignment. The best first step is a solid application – ideally apply now.
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