Carolina Cucinelli on Balancing Heritage, Creativity, and Modern Luxury

PetitePaulina – Carolina Cucinelli, vice president and co-creative director of Brunello Cucinelli, has carved her own path in one of Italy’s most respected luxury fashion houses. Speaking with Kathy G. Lee, she reflected on her journey, her role within the company, and how she balances tradition with innovation in today’s fast-moving fashion industry.

A Personal Journey in the Family Business

Carolina began her career at Brunello Cucinelli in 2010 as a tailor, though her childhood dream leaned more toward art. For two years, she worked closely with the machines, gaining hands-on knowledge of production. Later, she joined the design team, an experience she described as invaluable for understanding every division of the company. Working alongside her father, Brunello Cucinelli, and her sister was both rewarding and challenging, but it gave her a deeper appreciation for the family business.

Crafting Her Own Voice

When asked how she developed her own identity in a company so tied to her father’s legacy, Carolina explained that her first years were dedicated to listening and learning. By absorbing the wisdom of her father and other team members, she gradually found ways to infuse her own vision. After a decade, she began shaping the company’s evolving philosophy and storytelling, blending heritage with her artistic instincts.

A Company Rooted in Balance

Headquartered in Umbria, the company places great emphasis on work-life balance. With structured working hours and long lunches, employees enjoy time with their families, reflecting the brand’s philosophy of “gentle growth.” This approach resonates not only in culture but also in business: in the first half of 2025, Brunello Cucinelli’s net profit rose 16 percent, while revenues increased 10.2 percent.

Preserving Craftsmanship for the Future

Every item produced by the company is handmade in Umbria by 8,000 artisans using the highest quality materials. To ensure this craftsmanship endures, the family founded the Brunello Cucinelli School in Solomeo, where young people train in traditional techniques while working part-time at the company. This initiative preserves Italian heritage while preparing the next generation of artisans.

Embracing Modernity and Digital Growth

Although deeply rooted in tradition, Brunello Cucinelli has not shied away from innovation. Since 2017, the brand has expanded into e-commerce and embraced social media storytelling to connect with younger customers worldwide. Carolina explained that maintaining authenticity while leveraging technology has been key to sustaining relevance in a crowded luxury market.

Philosophy of Timeless Luxury

For Carolina, true luxury means buying less but buying better. She champions the idea of investing in quality items that can be passed on to future generations. This philosophy not only resists the pressures of fast fashion but also reinforces the enduring value of craftsmanship.

Power Dressing and Confidence

As one of the few women in leadership in a male-dominated business environment, Carolina has faced skepticism. Early in her career, being young and the daughter of Brunello Cucinelli meant that many did not take her seriously. Yet, persistence and focus allowed her to prove herself. When asked what she wears to feel confident, her answer was simple: “A suit, always.”