Carolina Cucinelli on Family Values & Building a Tribe Around the Brunello Cucinelli Brand

It is impossible to think about Italian luxury brand Brunello Cucinelli and not picture luxurious cashmere, superb craftsmanship and immaculate taste. It is also impossible to talk about the brand without mentioning its deeply rooted moral values, values lending dignity to the artisans, owner and customers. In today’s fashion world, the very concept of moral values is rare.

The Brunello Cucinelli brand story is also rare — it’s a true rags to riches tale. The company was founded in 1978 by Brunello Cucinelli with just 500 euros. With hard work and passion — and yes, values — Cucinelli managed to grow the business to the global enterprise it is today. His entire family works for the company now, including his daughter Carolina Cucinelli, who is co-president and co-creative director of the brand.

The 31-year-old grew up when her father was building the family business and witnessed first hand his dedication and hard work. She also inherited her father’s love for humanitarianism, passion for the arts, and responsibility to those around her.

Carolina swept through Chicago earlier this month to celebrate one year of the Brunello Cucinelli boutique and sat down with me to discuss her passion for craftsmanship and the family business, and how she plans to take the brand to new heights.

FashionFiles: Congratulations on one year in Chicago. How does it feel?

Carolina Cucinelli: It feels great. Chicago is a beautiful city with a beautiful story, and for us it is such a great market. We are very happy to celebrate today with all of our clients and our entire team. It’s a family.

FF: Why is the Chicago market important for the Brunello Cucinelli brand?

CC: It is because the American market in general is an important market. But I think the people in Chicago and our community have a common point of view — the artist point of view, music, culture, taking care of the community. The people who live in Chicago and know our brand realize that there’s a strong commonality and synergy.

FF: I want to take you back a bit and talk about you growing up in this amazing world surrounded by fashion. Tell us, how did it feel?

C: It was great. Since I was very young I decided that my future is in the fashion industry. And that I may have a little bit of a different point of view. I spent the last 12 years in the company. In the beginning I was in the production department and the design team, where I had a chance to learn about the [different] materials, the supply chain, and everything that involves our products. After five years I moved to the digital communication and marketing team, launched our website. This was a big opportunity for me to see another part of the company. And to work daily, side-by-side with my father was a huge privilege.

FF: In an interview once you said that your father encouraged you to take whatever career you like. What made you decide to go in the family business as opposed to any other fashion company?

CC: My father was the founder of the company and this had a huge imprint on my life. When I was young I spent a lot of time in the space of the company after school. And all the artisans who worked there at the time instilled the passion for this job. At the end of the day, the company is my second family  and for me it was a very natural choice.

FF: And now that you have worked your way up the chain of the company and learned from all your experiences there, what are your plans for the brand? How do you envision it in your own way?

CC: In the past year, working alongside my father, gave me the chance to solidify our philosophy and share our story in a different way. More focused on the new generation. I am building a tribe around Brunello Cucinelli and our world with people who can share our message all over the world.

FF: What is that message?

CC: It is a message of trust, respecting one another, taking care of the community, and help — if you are in a position to help — those [less fortunate.] Don’t turn your back to the people who are less fortunate than you.

FF: Another big part of the Brunello Cucinelli brand is sustainability. How do you plan to continue that heritage further into the 21st century and the new generation?

CC: Since the beginning, our company was built on sustainability. Sustainability was part of our philosophy when [the world] did not hear that much about the concept. We’ve always tried to create our products without damaging the land, animals or people. And we’ve always tried to take care of all people who work for our company. I think the future generation is very careful and aware of sustainability. Consumers my age and younger are more focused on not less but better [quality], they analyze the supply chain, and also how you treat people as well. And for me, in the future, it is more important to create a community around Brunello Cucinelli that trusts our way of producing clothes. Of course the items are important, but more important is the philosophy behind creating these items. If they trust your philosophy, maybe in the future they will become a client.

There is also different types of sustainability. Environmental and economic. Because if you don’t take care of the people who work for you, if you don’t give them the right salary,  if you don’t build the right environment, they will not trust you  — it is not sustainable. It is important to analyze all shapes [of sustainability]

FF: What is the most difficult aspect of your job?

CC: I don’t think there are difficult aspects of my job. It’s about finding the right path to reach your goals. So perhaps this is the biggest challenge. Finding the right words to explain your project or your vision is not very easy.

FF: Let’s shift gears to fashion and what to wear this season. Could you share your favorite pieces, and something Chicagoans should be reaching for this season?

CC: Chicago is a city with a lot of history and I always imagine Chicago in the swinging 60s. I image for Chicago women a suit — a jacket and a pant — embracing their masculine and bossy side.  Wear the suit with a heel or a loafer. For men, I imagine a double-breasted jacket with a windowpane with a regimental tie, something that combines the history of Chicago with the trends offered by our brand.

FF: What are your favorite pieces of the season?

CC: A pinstriped skirt suit with a crest detail [and] a knitted twin set with a sweater and a skirt.

FF: Who is your style icon?

CC: Jacki Kennedy. Each  time she was dressed perfect for the moment. In contemporary women, I really like Blake Lively because she embraces masculine styles, and I love this part of design.

FF: What is your guilty pleasure?

CC: Tattoos.

FF: What makes you cry?

CC: Love. In different shapes. Love for my son, for each other, for my husband.

FF: Last show you binged-watched.

CC: Yellow Stone.

FF: Tell us one thing about yourself we wouldn’t expect?

CC: I am very sensitive.

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This interview was edited for length and clarity.