Visionary designers from the world’s leading fashion, watch, automotive, and yacht companies share their creative inspirations and journeys. In this feature, we speak to Carolina Cucinelli, executive director, vice president, and co-creative Director of Brunello Cucinelli
Taking on a family business is no small feat, let alone elevating a heritage brand to new heights. “The challenge lies in staying true to our values while being ready to reinvent ourselves,” says Carolina Cucinelli, who has followed in the footsteps of her father, the eponymous founder of Brunello Cucinelli. “At Brunello Cucinelli, quality and beauty are timeless, but we also strive to be forward-thinking, attuned to the rhythms of contemporary life, and responsive to the natural evolution of society.”
With a diploma in fashion and costume design, Carolina had a clear sense of where she belonged. She joined the family enterprise in 2010, starting as an assistant in the Women’s Style Office. Over time, she rose to co-lead the creative team and serve as vice president alongside her sister, Camilla. Together, they bridge creativity with broader strategic and communication efforts, ensuring that every decision reflects the company’s philosophy while meeting the demands of a global market.
One of Carolina’s key responsibilities is overseeing the brand’s image and communication, particularly through social media—an avenue she uses to spotlight initiatives aimed at engaging younger generations. “I believe our greatest investment must be in young people,” she explains. “That’s why, in 2013, we founded the School of High Craftsmanship in Solomeo, where young talents from around the world can learn artisanal techniques and become the craftspeople of tomorrow.”
Can you walk us through your creative process when developing a new product, from initial concept to final execution?
My sister Camilla and I are in constant dialogue, a spirit of collaboration that extends to our 20-person Style Office team. Each season, groups travel across Europe, America, and Asia for research, returning to Solomeo where the creative process begins. Around a large table—with fabric swatches and ideas in hand—we share inspirations and begin shaping the collection. It’s a process that continues to move us, season after season.
As co-creative director, how do you work alongside your partner/sister Camilla?
Camilla and I share a deep personal and professional bond. We often approach things differently, but that contrast is a strength—it brings balance. Creative differences are natural, but constant dialogue keeps us aligned. What unites us is our belief in Brunello’s philosophy and our commitment to creating something unique, always rooted in the values that define the brand.
If you could design a piece entirely free from commercial constraints, what would it be?
I’d love to create a collection of music-inspired objects—perhaps finely crafted headphones or even a musical instrument. Whatever form it takes, it would aim to inspire the soul. Music, like all art, is a powerful form of expression—more impactful than we often realise.
Brunello Cucinelli is often associated with the idea of gentle luxury. How would you define that concept today?
For us, gentle luxury is a refined way of life—confident yet never ostentatious, characterised by subtle details and quiet elegance. It’s something that reveals its true value over time, balancing outward beauty with inner grace.
Can fashion be a form of cultural stewardship?
Fashion is a powerful medium for storytelling and preserving tradition. In Solomeo, we interlace our work with the region’s rich culture, honouring craftsmanship, beauty, and the arts. Our responsibility is to protect and pass on this heritage, ensuring that both our brand and broader social and cultural mission continue to grow and evolve
What do you see as the biggest challenge facing the luxury fashion industry right now and how is Brunello Cucinelli responding to it?
Today’s consumers are more discerning—they seek quality, authenticity, and fairness. They want garments that tell a story, honour the hands that crafted them, and stand the test of time, almost as if they were immortal. Every day, we strive for the highest standards in materials and technique, made possible by the artisans who pour their soul into every piece.
Looking ahead, how do you envision the next decade for Brunello Cucinelli and your own creative legacy within it?
The next decade will be one of steady evolution, rooted in our heritage. We’ll grow the company with care and passion, deepening our commitment to craftsmanship, sustainability, and culture. I hope to leave a creative legacy that continues to share our story and vision of gentle luxury for generations to come.
This story first appeared in the July 2025 issue. Purchase it as a print or digital copy, or consider subscribing to us here
