FASHION, BUT WITH A BEATING HEART
Mission: to create clothes that combine the commercial value of the product with the background of who creates it. Remember, Brunello Cucinelli is a businessman first oriented to human resources, and secondly to the business.
The recover of the beauty of the world is summed up with the constant search for humanity that emerges from each product. In line with the mission of the production, there is the entrepreneur’s philanthropic efforts in the field of historical heritage conservations, minding also about artistic and environmental protection.
In brief: the final target is to restore the human side of the capitalist production.
The way-to-do of Cucinelli has been described by critics as an “ethical capitalism”, and his enterprise as “humanistic.”
If the profit is not the main objective, but rather it is cooperation and humanitarian efforts, which will be the expected target audience?
Prudent and courageous people socially engaged, respectful of human value, with strong traditional values but guided by an innovative spirit. Minimalists who look to the simple design but also to the skills of who transforms the raw material. Radical chic from the upper-middle class that distinguish ready-to-wear dresses ennobled by a watermark of ethics, able to furnish the house tastefully, simple but avant-garde design lovers.
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