Brunello Cucinelli Spring 2024 Collection Echoes Italian Humanist Luxury Values AOC Fashion

Brunello Cucinelli is luxury fashion’s philosopher king, a practioner of slow fashion, quiet luxury, stealth wealth — multiple words that describe the Spring 2024 collection that emerged from the medieval Italian town of Solomeo from humanism’s bright north star.

The most important words may be Italian humanist luxury values. Cucinelli is driven by humanism, which is not a top priority among brands.

Thanks to one of Martha Stewart’s innumerable woman about town IG pics, AOC returned to year-old observations that we made about Brunello Cucinelli in ‘The Devil Wears Barbour’, a late October 2022 fashion story from the Sunday Times Style.

The Italian brand is running a 30% increase in revenue and profits in 2023, fueled by the quiet luxury trend. Anne doesn’t believe this revenue increase is purely due to collection aesthetics and free PR from ‘Succession’.