“When we construct, let’s aim to create something that will last for eternity,” stated the Italian fashion designer.
Brunello Cucinelli
Quoted English polymath John Ruskin during an address upon receiving the first honorary doctorate in “Design for Made in Italy: Identity, Innovation, and Sustainability”.
The identical quotation is engraved on a plaque located in the heart of Solomeo, the village where Cucinelli established his family’s residence, company headquarters, and spiritual center starting in 1985. Previously an abandoned spot atop a hill amidst the picturesque Umbrian landscape, it has undergone careful restoration through funding provided by the Cucinelli corporation over time.
This recognition comes from his honor at the University of Campania, where he was celebrated by multiple institutions and experts specializing in architecture. This accolade also acknowledges the expansion of his work into the neighboring Umbria area. It marks the first occasion when the designer has been bestowed with such an award.
architecture
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In 2010, the designer known for his opulent cashmere apparel and his spouse founded the Fondazione Brunello e Federica Cucinelli, an organization that has left a substantial and enduring mark on the Umbrian area.
The Italian region stands out with its medieval villages, monasteries, and verdant landscapes of rolling hills and fields, making it a favored spot for holidays and weddings. However, the numerous historical landmarks pose challenges when it comes to upkeep. “I strongly feel the responsibility to conserve this heritage,” states Cucinelli. “Losing our past would mean losing part of who we are. Additionally, protecting history provides a solid foundation for shaping the future.”
Strolling through Perugia, the region’s capital, you may not see the Cucinelli name engraved on plaques or written across buildings; however, their impact permeates throughout the city. This presence can be seen in the renewed pink hues of the ancient Roman inscription adorning the Etruscan arch—a site that had become obscured from modern eyes until the Cucinelli Foundation brought it back into view with restoration work completed in 2014. Their contributions also shine brightly within the elegantly renovated interior spaces of the Morlacchi theater, ensuring continued access for locals after receiving support in 2017, as well as in the refreshed exterior facade of the cathedral, backed by them in 2022.
In 2018, Brunello Cucinelli offloaded a 6% stake in his namesake business to inject another €100 million into the foundation. Among the foundation’s present initiatives are developing a library in Solomeo and reconstructing the historic town of Castelluccio di Norcia, which suffered destruction due to an earthquake in 2016.
Several Italian fashion brands have played a role in restoring their nation’s historical sites. Fendi provided €2 million for the restoration of the Colosseum.
Trevi Fountain
In 2013, Salvatore Ferragamo refurbished a section of the Uffizi Gallery in 2015, and Bulgari provided sponsorship for the restoration efforts at the gallery.
Spanish Steps
in 2016.
These initiatives are both essential and admirable; however, Solomeo-based projects hold a distinct significance due to Brunello Cucinelli’s deep-rooted connection to the area he cherishes immensely. Beyond safeguarding heritage, these endeavors offer substantial advantages to the broader populace as well. Central themes include culture, education, and spiritual enrichment among numerous others. “Architecture,” he elaborates, “is created for humanity.”
Brunello Cucinelli was born in the countryside of Umbria, specifically in the small village called Castel Rigone, located approximately 20 kilometers away from Solomeo. As teenagers, he crossed paths with Federica in her birthplace, Solomeo, where they fell for each other. The pair established their residence in this quaint settlement, currently inhabited by about 700 people. This same location has become the dwelling place for both their daughters—Camilla and Carolina—who reside here alongside their spouses, who are employed at the firm, as well as their offspring.
In the valley adjacent to the small village lies the Brunello Cucinelli factory and office complex, employing approximately 700 individuals. The area boasts ample natural light and cleanliness, complemented by expansive windows offering views of well-maintained gardens and the picturesque landscape beyond—a privilege not often experienced by those working in urban industrial spaces. Employees enjoy a lunch break lasting ninety minutes during which nobody opts to eat at their desks; instead, they take this opportunity away from their workspace. Work hours conclude promptly as scheduled each evening. “This period is essential for nurturing the spirit,” remarks the founder. In his household too, discussions about company affairs are strictly off-limits during mealtimes.
Cucinelli is known as “fashion’s philosopher,” and his address at the University of Campania Luigi Vanvitelli was filled with insights and quotes from eminent minds such as Kant, Saint Francis, Saint Benedict, Xenophanes, Emperor Hadrian, and numerous others.
Driven by his personal ideology of “humane capitalism,” he differs from numerous capitalists as he considers long-term implications. The historical workspaces within the firm located in Solomeo are preserved such that they can potentially revert to living quarters if the business no longer requires their use.
Currently, these spaces are utilized to educate upcoming generations of craftsmen. “My worry isn’t focused on who will purchase luxury items down the line; rather, my concern lies with who will produce them,” states Cucinelli. Established in 2013, the School of Contemporary High Craftsmanship and Arts provides programs aimed at bolstering the firm’s production capabilities through courses like pattern making, tailoring, and repair work. Additionally, they offer instruction in areas including horticulture, gardening, and stonemasonry—skills Cucinelli deems essential for preservation within broader society.
Since Brunello Cucinelli took the company public in 2012, its market valuation has surged from €530 million to €6.5 billion, a remarkable achievement for any businessman. Yet, it’s evident from how he has utilized this wealth over the last fifteen years that his aspirations extend beyond mere commercial triumph, surpassing even the scope of the enterprise and lasting well beyond his own lifespan.
While receiving an honorary doctoral degree in architecture, he reflects on his firm’s journey. He then challenges everyone present to contemplate the consequences of their decisions with these words: “The future isn’t entirely our creation, yet we aren’t completely devoid of influence over it.”
