Quote from Alex bobby on June 3, 2025, 3:07 AM

Brunello Cucinelli: Fashion’s Philosopher Honoured for Reviving His Umbrian Village

Article:

Brunello Cucinelli, often hailed as the "king of cashmere," is widely admired for his luxurious designs and humanist philosophy. Now, the Italian fashion icon has earned a new accolade: an honorary doctorate in architecture. Bestowed by the University of Campania Luigi Vanvitelli, the award celebrates Cucinelli’s extraordinary contributions to the restoration and preservation of his beloved Umbrian village, Solomeo.

Cucinelli, the first recipient of the honorary diploma in “Design for Made in Italy: Identity, Innovation, and Sustainability,” used his acceptance speech to reflect on legacy, quoting English thinker John Ruskin: “When we build, let us think that we build forever.” These words are etched on a plaque in the heart of Solomeo, a symbol of Cucinelli’s mission to restore the soul of his homeland while blending tradition with forward-thinking design.

Solomeo: A Vision Reborn

Perched on a hill in central Italy, Solomeo was once a neglected hamlet. Since 1985, it has been painstakingly restored under Cucinelli’s vision and investment, evolving into a harmonious blend of history, community, and sustainability. Solomeo is not just home to Cucinelli’s family and business but also a spiritual hub. The revitalisation of this once-forgotten village, and the extension of similar efforts across the Umbrian region, have earned him recognition from architecture professionals and cultural historians alike.

In 2010, Cucinelli and his wife Federica founded the Fondazione Brunello e Federica Cucinelli. This foundation has funded and executed numerous restoration projects throughout Umbria, where medieval towns and religious landmarks often face the challenges of time and modern neglect. Cucinelli’s ethos is simple but powerful: “In losing our memories, we would lose ourselves. Moreover, safeguarding history means giving substance to the future.”

A Quiet Influence with a Lasting Legacy

Unlike typical benefactors, Cucinelli’s name is not emblazoned across the buildings he has helped restore. Yet his touch is everywhere. The foundation restored the faded Roman inscription on Perugia’s Etruscan Arch in 2014, refurbished the interiors of the historic Morlacchi Theatre in 2017, and supported the façade renewal of the city’s cathedral in 2022.

Beyond Perugia, the foundation is currently building a library in Solomeo and rebuilding Castelluccio di Norcia, a medieval village devastated by the 2016 earthquake. In 2018, Cucinelli sold a 6% stake in his fashion company, raising €100 million to fund more cultural and architectural restoration projects.

Other Italian fashion houses have also funded iconic restorations—Fendi for the Trevi Fountain, Ferragamo for the Uffizi Gallery, and Bulgari for the Spanish Steps. Yet Cucinelli’s impact is unique in its hyperlocal focus and humanistic philosophy. His projects don’t just preserve the past; they actively serve the people living in the present.

A Village and a Company Built on Values

Born in nearby Castel Rigone, Cucinelli settled in Solomeo after meeting Federica, his future wife, in her hometown. The couple has since raised their family in the village, now home to 700 residents, including their daughters Camilla and Carolina, who work in the family business.

In the valley below sits the Cucinelli headquarters and factory, where some 700 employees work in conditions far removed from typical industrial environments. Spacious, bright, and overlooking manicured lawns, the factory reflects Cucinelli’s belief in respecting human dignity. Employees take 90-minute lunch breaks, avoid working overtime, and never eat at their desks. “That time is for your soul,” he says, a testament to his philosophy of humanistic capitalism.

Even within the family, business talk is absent from the dinner table—a small but telling reflection of Cucinelli’s values.

Building for the Future

Cucinelli’s honorary doctorate is not just about bricks and mortar—it’s about ideas. His speech referenced a pantheon of thinkers: Kant, St. Francis, St. Benedict, Emperor Hadrian, and more. His outlook marries tradition with progress, wealth with social responsibility. He believes architecture must serve humanity, not the other way around.

He is also planning for a world beyond his own success. The company’s former workshops in Solomeo are maintained in such a way that they could be converted back into residential spaces if needed. And the School of Contemporary High Craftsmanship and Arts, launched in 2013, trains the next generation in tailoring, gardening, masonry, and other artisanal crafts essential to both fashion and heritage.

“I’m not concerned about who will buy luxury in the future, I’m concerned about who will make it,” he says—perhaps the most telling line of all.

Final Thought:
Brunello Cucinelli’s journey proves that true luxury lies not just in exquisite materials, but in the values we weave into our work and the legacy we leave behind. By blending fashion, philosophy, and preservation, he reminds us that beauty and purpose can—and should—go hand in hand.

Conclusion

Since going public in 2012, Brunello Cucinelli’s company has seen its market value rise from €530 million to €6.5 billion. But his true legacy isn’t measured in revenue—it lies in the revitalised streets of Solomeo, in the artisans of tomorrow, and in the deep-rooted culture he’s helped preserve for future generations. As he accepted his honorary doctorate in architecture, Cucinelli left the audience with one final reflection: “The future is not wholly ours, nor is it wholly not ours.”