October 29, 2026 |
Brunello Cucinelli is more than just a fashion brand. For 48 years, it has thrived on an approach to business, creativity and life that is informed by the founder’s deeply held humanist philosophy. The fashion legend sat down with 10 to share his wisdom.
Alice wears BRUNELLO CUCINELLI
What do you believe is the fundamental value of your brand?
Since its foundation, our company in Solomeo [in Perugia, Central Italy] has been guided by the principles of humanistic capitalism and human sustainability. Above all, we believe in placing human dignity at the very centre of everything we do. Through the way they are conceived and crafted, our products aspire to be ambassadors of a way of working rooted in respect, care and humanity. In this way, we seek excellence not only in the quality of our materials and craftsmanship, but also in the quality of human relationships. This philosophy embodies something that we call “gentle luxury” – lusso garbato – a vision of luxury defined by grace, dignity and restraint.
From Left: Alice and Emily wear BRUNELLO CUCINELLI
How do you hope to carry the brand’s heritage into the future?
From the very first day our atelier was founded in 1978, when we worked in a relatively small space inside the beautiful castle of our beloved village of Solomeo, I’ve always regarded my role as that of a temporary custodian and have never worried about the brand’s future or continuity. That is because, both within my family and throughout our company, we have always placed great importance on sharing. When fundamental values are truly shared, the work that grows from them will inevitably become something extraordinary.
Alice wears BRUNELLO CUCINELLI
If you had to describe your role in the brand’s history, what would it be?
I am reminded of a beautiful sentence from Marguerite Yourcenar‘s [1951 French novel] Memoirs of Hadrian: “I felt responsible for the beauty of the world.” These words resonate with me almost every day. I strive to remain faithful to this noble, ethical ideal in everything I do.
From Left: Alice and Emily wear BRUNELLO CUCINELLI
What do you consider to be the brand’s most famous code, signature product or defining value?
Our brand was built upon exceptional materials and outstanding tailoring. But beyond that, what is equally important to us is the philosophy behind the conception and design of every garment and accessory. Perhaps our most distinctive signature is our vision of contemporary sporty chic. Elegant yet comfortable, our creations are deeply connected to the idea of timelessness. We hope that each garment will become something to be treasured and passed down through generations, from grandmother to granddaughter.
From Left: Alice and Emily wear BRUNELLO CUCINELLI
How does the AW26 collection reflect these values?
Both the women’s and men’s collections are centred on two essential themes: the harmony between humanity and nature; and the dialogue between practicality and elegance. In the men’s collection, the aesthetic of tailoring is expressed through a more classic lens. At its heart is the figure of the modern explorer: conscious, fresh and able to balance dynamism with style, tradition with freedom. The collection features a natural colour palette built around deep, rich tones, while textured weaves and vibrant fabrics create depth and character. Knitwear, outerwear and accessories are all designed to express this balanced dialogue, allowing each piece to be combined in a distinctive and personal way. The women’s collection also begins with a clear creative vision, centred on soft silhouettes and refined craftsmanship. That vision is simple: to build the collection as though it were a story told through atmosphere, place and emotion. We wanted to construct the collection in the same way a novelist writes a narrative, allowing the unique identity of the brand to emerge naturally as the story unfolds. Once again, it is a story about our pursuit of tailoring, our respect for craftsmanship and our ongoing dialogue with modernity.
From Left: Alice and Emily wear BRUNELLO CUCINELLI
Taken from Issue 77 of 10 Magazine – FUTURE, LEGACY, HERITAGE – is on newsstands now. Order your copy here.
BRUNELLO CUCINELLI: WORLD VIEW
Photographer JOSH HIGHT
Fashion Editor SOPHIA NEOPHITOU
Text SAORI MASUDA
Models ALICE COOPER and EMILY BENNETT at Select Model Management
Hair HIROSHI MATSUSHITA using ORIBE Hair Care
Make-up ANDREW GALLIMORE using HAUS LABS
Manicurist SASHA GODDARD at Caren Agency using Dior Manicure Collection, Dior Le Baume and Dior Vernis
Photographer’s assistants JACK SNELL, ANDRAS BARTOK and SAM HILLIER
Fashion assistants GEORGIA EDWARDS and ALICE LANA TURNBULL
Casting DEAN GOODMAN
Production ZAC APOSTOLOU and SONYA MAZURYK
Clothing and accessories throughout BRUNELLO CUCINELLI
