His sophisticated and poetic concept of fashion has convinced the most 'scandalous' brand of the last decade, which starting on July 10 will put Pierpaolo Piccioli at the helm of the house founded by Cristobal Balenciaga in 1917.

Pierpaolo Piccioli is the new creative director of the iconic fashion house Balenciaga. Parent company Kering announced Monday that he replaces Demna.

Kering said it appointed Pierpaolo Piccioli as the new creative director of Balenciaga as the French luxury group faces a slowdown in demand for high-end goods, coupled with its own turnaround challenges.