Q&a / Carolina Cucinelli, vice-president of Brunello Cucinelli, talks about the understated brand that dresses celebs such as Kristen Stewart and Kim Kardashian and was featured in Emily in Paris

One day she is expected to head the firm along with her sister Camilla – until then, she lives in Solomeo, an Umbrian village her father has renovated
In recent years the brand has experienced a surge in growth and visibility, thanks in no small part to the “quiet luxury” trend that it embodied long before it became a trending hashtag. Earlier this year, the company reported that profits had risen 12.9 per cent in 2024, not a small feat amid an industry-wide slowdown both in the West and in China.

As a result of all this buzz, Carolina’s duties have increased, as the young mother explained in an interview the day before the label’s autumn/winter 2025 presentation at Casa Cucinelli, the brand’s Milan headquarters.
How has your role evolved over the years?
When I was a teenager, I had many artistic phases like painting and dancing, and I didn’t expect I was going to join the company. But then I went to fashion school and my dad asked me to join even just for a few months, to see and then decide. So I started with the idea of becoming a designer and then I started doing other things like marketing and communication. As someone who dabbled in art, I can easily detach myself from certain situations and strict rules and escape into fantasy. My mission has always been to combine my two souls: my artistic passions and the part connected to the company.
Tell me about Solomeo and what your family has built in that village.

Brunello Cucinelli is not a fashion brand but is really about style. Do you agree?