Solomeo—a hidden gem of a hamlet located in central Italy—serves as the esteemed headquarters of Brunello Cucinelli, an Italian luxury fashion house. Founded in 1978 by creative visionary Brunello Cucinelli, the eponymous brand began with a simple yet revolutionary idea: infusing vibrant colours into contemporary cashmere sweaters. Today, it has evolved into a global luxury brand, known for its meticulously crafted womenswear, menswear, as well as accessories.
At its heart, Brunello Cucinelli is dedicated to preserving heritage and fostering community in Solomeo. The luxury brand hosts an array of cultural initiatives, including an arts and crafts school that preserves traditional techniques. Here, young artisans from around the globe learn alongside seasoned masters, ensuring the continuity of craftsmanship that defines the brand.
Central to the Italian brand’s philosophy is the concept of ‘gentle luxury’, characterised by neat lines and premium materials that weave a refined design story. Carolina Cucinelli, daughter of the founder, perfectly embodies this ethos. Growing up in Solomeo, she developed an early affinity for fashion, spending afternoons with local craftswomen who imparted valuable skills and a deep-rooted passion for textiles. After formal education and gaining diverse experience across the company’s departments, Carolina embraced her role, quickly evolving into a pivotal force within Brunello Cucinelli for over 14 years.
Each Brunello Cucinelli collection is meticulously curated through extensive global research and collaboration. Carolina, alongside her sister and co-creative director, draws inspiration from diverse sources—from art exhibitions to global travels—to create designs that harmonise cultural influences with the brand’s enduring heritage.
As Brunello Cucinelli expands globally, particularly into Asian markets, it maintains its core identity while respecting cultural nuances and preferences. Clean lines and refined sophistication resonate strongly, appealing to discerning consumers who appreciate quality classic pieces. Looking ahead, Brunello Cucinelli continues to innovate with sustainability at its forefront. Initiatives like the ‘Himalayan Regenerative Fashion Living Lab’ underscore its commitment to environmental stewardship and community engagement, ensuring that luxury goes beyond mere aesthetics, and also encompasses responsibility and regeneration.
Brunello Cucinelli stands as a paragon of Italian craftsmanship and ethical luxury, guided by Carolina Cucinelli’s vision of honouring heritage while embracing innovation. With a continued dedication to quality, community, and storied legacy, the brand sets a definitive standard for the world of luxury fashion as it continues to expand its global footprint.
Below, Vogue Singapore speaks to Carolina Cucinelli about her journey with the brand, Brunello Cucinelli’s growth, as well as its commitment to Italian craftsmanship.
Can you share about your journey with Brunello Cucinelli?
As I was born and raised in Solomeo, I think that joining the company came naturally to me. When I was little, I often spent my afternoons after school with the craftswomen of Solomeo, they taught me how to sew and knit. I remember making little dresses for my dolls with them, and in a way, they passed onto me the passion for this world. I began to see the materials and to feel the fibres in my hands. Once I finished fashion school, I wanted to gain some experience and attend university. My father then asked me, “Why don’t you join our company and see if you like it?” And so, I did. I gained experience in all departments, from production to digital, and here I am 14 years later, I never left.
We’ve heard that there wasn’t much talk of the family business in your home, how did you find the passion for this line?
It is true. We try to never talk about work when we are at home with the family. For Brunello and also for all of us. For me and my sister, it has always been essential to devote the right amount of time to work, but also to our dear ones and to our passions. In this way, your soul regenerates and you return to work even more creative the next day. I draw inspiration from whatever surrounds me—a photo, a music show, a trip, a work of art—you can find it anywhere, and often it sparks from a flash. Furthermore, as a child I spent a lot of time in the company during the afternoons after school. I have always been surrounded by cashmere, so I think the passion was born naturally.
How do you balance incorporating new ideas while maintaining Brunello Cucinelli’s heritage?
It is definitely quite a challenge. We always make endeavours to preserve the brand’s identity and our philosophy before anything else. We tried to figure out what was the right way to go about it, and I think that can be summed up in the concept of evolution. It does not mean change. Rather, evolution is maintaining your cornerstones, philosophy, identity and adjusting them. For example: to the younger generations, trying to explore their language and communicate more effectively.
How does being in a family business contribute to your work culture and brand?
The company, besides making the garments we all know, was founded on values such as culture and community. Solomeo is the utmost expression of this combination because it is the place where my family lives and where I live. But above all, besides having built a theatre and an amphitheatre, there is also an academy that oversees cultural projects. And in a few years, the universal library will be added to the equation, a project that my father, Brunello, and all of us in the family care very much about. Every year, the Villa Solomei festival takes place in Solomeo, a music festival where great artists express their art, and every year we invite a different country. All this contributes both to the culture but above all, to the philosophy of the brand.
How does Brunello Cucinelli preserve the heritage and craftsmanship of Solomeo?
Solomeo is where it all began in 1978, the village has witnessed the growth of the company. So we felt it was only right to recognise this merit to the hamlet and that is why we established the arts and crafts schools there. These are schools that young people from all over the world can attend to learn a trade, with a salary that enables them to study and nurture their passions. We have tailoring schools, weaving schools, sewing schools. And what makes me happy is the large turnout of young people at these schools. Unlike what one might expect, young people are pretty eager to gain all this knowledge that we try to pass on thanks to our artisans.
How would you describe the Brunello Cucinelli aesthetic?
I would say that our aesthetic is based first and foremost on the use of top-quality materials and on clean and essential lines. We aim for a timeless elegance that also showcases our strong sartorial identity, for both men and women. The colours are always reminiscent of our land—ranging from beige to panama—they are an ongoing expression of our identity. Finally, what matters the most to us is for the senses to perceive the story behind a garment. This is why we prefer not to speak of ‘quiet luxury’ but rather, of ‘gentle luxury’, because ours is not a whispered or subdued way of dressing. It is instead something distinct but, first and foremost, gentle.
Where do you usually get the inspiration for your designs, and what does the creative process look like for you?
The creative process is very complex: for each collection we start with research. For months, our 20-strong style team travels the world looking for all those concepts that will then form the primary inspiration from which creativity originates. My sister and I, both creative co-directors, get together with the whole team to share and collect ideas as well as to discuss colours, shapes, silhouettes and combinations. Everything starts from there. Inspiration, like I said before, can be found everywhere. Travelling also allows you to discover the customs and traditions of various peoples, which then often blends together and gives rise to beautiful designs.
What are some ways the brand maintains its commitment to quality and craftsmanship?
From the very beginning, we strongly wanted all the garments to be produced in Italy, because we know about the great tradition of crafts and the ancient techniques that Italian artisans preserve. Our region, Umbria, is historically linked to knitwear. There are many workshops scattered throughout the region on which we rely on. Practically 80% of our garments are produced in Umbria, thanks to this large network of companies that partner with us. I like to think that, in this way, we take a little piece of us into the world.
Can you share a little more about some of your upcoming projects with the brand?
I would like to talk about a project that is already underway and will certainly grow in the future. For some years now we have been running the ‘Himalayan Regenerative Fashion Living Lab’, in collaboration with the ‘Sustainable Market Initiative’ task force set up by King Charles III of England and chaired by Federico Marchetti. The project envisages setting up a virtuous circle for climate and nature through regenerative farming schemes that aim to restore biodiversity threatened by climate change. This also helps the small rural communities in the Himalayan areas recover their handicraft traditions, primarily that of cashmere and other natural fibres that are essential to the economy and livelihood of these places and communities.
How has your brand aligned with Asian consumers?
We have always tried to speak to all consumers, being respectful of different cultures. We favour clean and essential lines, expressing refined elegance and very high quality, and we believe Asian consumers are very much appreciative of this taste. We have always seen opportunities there. The Asian market is complex and at the same time fascinating, full of inspiring trends for us. We approached it in a very respectful way, trying to capture what consumers wanted as much as possible.
How have you adapted the brand’s message and products to resonate with Asian consumers?
The brand has always tried to speak a universal language but, in particular, we always aim to meet the needs of all markets while still retaining our identity. This is the real challenge, in my opinion, to preserve the brand’s DNA while continuously evolving according to trends and consumer demands.
What are some of your go-to wardrobe staples?
I would definitely say matching sets and trainers. I never travel without a jacket and trainers, they make me feel fit for any occasion.
