Author: Martina Lelli
On September 29th, LFC Luxury had the privilege to visit Brunello Cucinelli in the heart of Solomeo, immersed in the serene Umbrian countryside. Welcomed with elegance, we discovered the brand’s story through its three pillars: 100% Made in Italy, Sustainability, and Nature.
First of all, Every Cucinelli piece is fully crafted on Italian soil, from raw materials to the final product. We had the unique opportunity to tour the Maison, witnessing the journey firsthand—from sewing ateliers to the style office, quality control, visual merchandising, and marketing campaigns. Beyond production, Cucinelli nurtures young talent through its fashion school, allowing students to learn tailoring and live the Maison’s core values from the very beginning..
Secondly, Sustainability is at the heart of Cucinelli’s philosophy. Each material is carefully selected to ensure responsible production, reduce waste, and guarantee durability. The Maison’s meticulous attention extends to the entire life cycle of its products, aiming for efficiency and longevity while preserving the environment.
Thirdly, Nature is fundamental to the brand. The Solomeo headquarters is a true “locus amoenus”: vast green landscapes, pure air, blue skies, and colorful flora. Employees are invited to enjoy and connect with this natural beauty, reflecting the Maison’s profound respect for the environment.
After exploring the company, we wandered through the charming hilltop village of Solomeo, entirely dedicated to Cucinelli. A theatre and an amphitheatre honor the Maison and host exclusive events, merging culture and fashion.
Later, in Perugia, we visited Profumi di Perugia, one of the village’s most iconic perfume boutiques. Hidden within this small gem is the enchanting art of custom-made perfumes, where fragrance meets the soul. The shop’s creator explained the process: a first appointment allows the buyer to choose aesthetic inspirations—colors, shapes, sensations—then, together, they select the scents that resonate most deeply. After a careful, elaborate process, a perfume emerges that reflects the essence of the individual: not just taste, but identity itself.
From the artisan mastery of Cucinelli to the soulful creation of personalized perfumes, this journey reminded us that luxury is not just about beauty—it’s about stories, values, and the human touch. True elegance speaks to the senses, the heart, and the soul
