Gucci Puts Maria Cristina Lomanto and Marcello Costa in charge

As Gucci anticipates the creative storm Demna is expected to bring, the Italian luxury giant is making power moves at the top. In a strategic senior management reshuffle, Maria Cristina Lomanto has been named President of the EMEA region, while Marcello Costa takes the reins as the brand’s new Chief Merchandising Officer.

The announcement follows Gucci’s ongoing recalibration after a tough Q1, which saw revenue fall 24% — a stark reminder that even legacy houses aren’t immune to industry turbulence. With Demna’s much-hyped appointment on the horizon, the brand appears to be tightening its executive lineup in preparation for a new chapter.

Maria Cristina Lomanto: From General Manager to Regional Powerhouse

Lomanto isn’t new to the luxury spotlight. Having joined Gucci in 2022 as Executive Vice President and Brand General Manager — a role created just for her — she was previously responsible for all things merchandising. Now, she shifts her focus to the vast and influential EMEA region, taking over from Matteo Mascazzini and reporting directly to Chief Commercial Officer Cayetano Fabry.

This isn’t just a change of title — it’s a signal that Gucci is entrusting one of its most seasoned players with one of its most critical markets. Lomanto’s resume reads like a fashion executive’s dream: a law graduate from Milan University, she began at Jil Sander, made waves at Yves Saint Laurent, rose through the ranks at Prada Group, and ultimately served as Managing Director at Miu Miu. Before joining Gucci, she headed Roger Vivier, the jewel in the Tod’s crown.

Now, come June 1, she’s officially in charge of Europe, the Middle East, and Africa — a region that’s both culturally diverse and commercially crucial.

Marcello Costa: Merchandising’s New Maestro

Stepping into Lomanto’s former merchandising shoes (and probably reorganizing them by color, SKU, and runway relevance), Marcello Costa joins Gucci with a rich tapestry of luxury retail experience.

He’s not a stranger to big names. Costa started in merchandising at Miu Miu, climbed to head of global retail, and then moved to Stella McCartney. In 2014, he joined Bottega Veneta as Worldwide Merchandising Director — a role that gave him a deep understanding of luxury consumers across continents.

But Costa also has entrepreneurial chops. In 2017, he stepped away from the glitz of global fashion houses to nurture Blondie Shop, his family-run, high-end multibrand boutique operating three stores along Italy’s Ligurian coast and a curated e-shop. That mix of big-brand expertise and boutique sensibility could be just what Gucci needs to recalibrate its merchandising magic.

Costa, who joined Gucci in February, now reports directly to CEO Stefano Cantino — another recent appointment that underscores the label’s fast-evolving leadership structure.

Fashion Herald Take

With these appointments, Gucci isn’t just staffing seats — it’s strategically sculpting its future leadership to align with Demna’s disruptive design DNA and Kering’s long-term vision. As the brand recovers from a challenging quarter, it’s clear the house is betting big on experienced, retail-savvy talent who understand both the art and the arithmetic of luxury.

From Milan to Montreal, all eyes are on what’s next.