Brunello Cucinelli: humanistic capitalism and thirst for beauty

摘要

When Descartes compiled his list of "primitive passions", he certainly did not forget to include wonder. The philosopher called it "the sudden surprise of the soul". Brunello Cucinelli calls it beauty. "A universal value we tried to translate not only in our products but also in the places, workshops and offices where we operate". Inspiration tied to his place of origin, where ancient Renaissance masters like Perugino, Raphael and Pinturicchio worked, seducing them. "Translating these harmonies into collections: this is what we try to do every day at Solomeo (in the province of Perugia). They must be both refined and natural, the result of tradition and passion for innovation, expressing a timeless style but appearing contemporary". A constant desire to search for beauty tied to the design of their garments. Like a workshop master, Brunello Cucinelli designs the art and the charm of his creations, where painting is present while ancient architecture hosts it. After restoring a hamlet nestled in Umbria's hillside, the designer makes his creations and recreates spaces of classical inspiration. A monument with five arches was built in Solomeo, in the park where his company is located, and bears the writing "Tribute to man's dignity". "Kant once said: Act in such a way that you treat humanity, whether in your own person or in the person of any other, never merely as a means'. This idea which I read as a young man has always inspired me, and in building my company, in my interpretation of humanistic capitalism, I've always tried to work for a greater goal, one that creates harmony between profit and giving back, which above all causes no harm to humanity and to the world."