Brunello Cucinelli - SPRING 2021 READY-TO-WEAR

A conversation with Brunello Cucinelli is more often than not filled with a substantial number of philosophical observations and literary quotes, like a masterclass in progressive entrepreneurship. The pandemic has only heightened his humanistic beliefs. Speaking during a showroom appointment, he reasoned, “Thomas More said in a prayer: ‘Please, help me, God, to change what can be changed, and to accept what cannot be changed.’ We’ve been learning through pain to live in close proximity with a disastrous disease. St. Augustine referred to suffering as our ‘spiritual master.’ This moment of pain has hopefully opened our hearts to kindness and understanding, and to respecting people in need.” Cucinelli’s optimism is unwavering. If only his beliefs were shared by the many apathetic political leaders oblivious to humanity, instead steering the world towards conflict and hate.

Cucinelli’s philosophically pragmatic approach has also paid off from a business standpoint: His company has weathered the pandemic quite smoothly, and he hasn’t furloughed any of his employees. Indeed, he put in place two doctors in residence at his Solomeo, Italy, headquarters at the beginning of the crisis. After months of lockdown, production has resumed swiftly; the spring collection was delivered on time.

Called Pure Spirit, the new offerings convey an airy feel of lightness—think relaxed masculine pantsuits in natural linen, just discreetly dusted with a luminous golden sheen; long-tiered sundresses in smooth white poplin worn with soft unlined blazers; and short-suits in crushed linen, slightly utilitarian and sporty but rather elegant in the décontracté Cucinelli way. Contrasting the overall feel of calm fluidity, rustic handmade touches added visual impact, as in a thick leaf-patterned cardigan knitted in black cotton and natural raffia with a dense, tactile appeal. Thin-strapped tops in scallop-lasered nappa worn with high-waist pants in coarse linen or jute added a soupçon of sensuality.

Ever committed to sustainable practices, Cucinelli recently launched a charity project: “It’s the reuse of the new,” he explained: €30 million worth of surplus merchandise, generated by the temporary pandemic-induced shutdown of Cucinelli flagships around the world, will be donated to charities through the network of the company’s partners. Always prompt to drive his point home with erudition, Cucinelli said, “As Western and Eastern philosophies have taught us, absolute evil doesn’t exist, and neither does absolute goodness. There’s always a little goodness in evil, and a little evil in goodness: They’re both our teachers. Profit and donations have to go hand in hand. This is the principle of the Honorable Merchant’s behavior. The right price and the right growth. Giving back is a duty.” Then he added: “Why don’t you read an obscure and forgotten but truly inspiring book, written in the 15th century by the Italian economist Benedetto Cotrugli, called The Book of the Art of Trade? It’s about ethical trade practices. It’d be a beneficial read for many of today’s businessmen and CEOs.”

 

Reference: https://www.vogue.com/fashion-shows/spring-2021-ready-to-wear/brunello-cucinelli