Brunello Cucinelli and the dream of Solomeo

A revitalized village, an ethical business, and a philosophy of life centered on dignity, time, and beauty

Brunello Cucinelli is often described as ‘the king of cashmere’, yet that definition tells only part of his story. What he has built in Umbria belongs to a far older Italian tradition: the belief that beauty and responsibility are not mere ornament, but structure. In the fifteenth century, Pope Pius II transformed Pienza into a Renaissance ideal, a town conceived as both a moral and architectural manifesto. It was not merely urban planning, but a vision of harmony made tangible. Centuries later, in Solomeo, Brunello Cucinelli has pursued a kindred ambition. Born in the Umbrian countryside in a house without electricity, he restored life to an entire hamlet through architectural renewal and cultural patronage, while building his company as a modern expression of humanist thought, where work serves life, and prosperity carries responsibility. Over time, it became clear that what Brunello was building extended beyond the dimension of enterprise. The first visitors came to Solomeo, drawn initially by its balance, and then by its spirit. Their presence confirmed that this vision, once encountered, could begin to belong to others as well. Solomeo remains rooted in the countryside, while culture, sport, and shared events mark its rhythm. Renaissance festivities alternate with a music festival. The theatre has welcomed, among many others, Peter Brook, Isabelle Huppert, Fanny Ardant, and Isabella Rossellini. The Park of Beauty invites visitors to walk through the Umbrian landscape, beside the vineyards of the Castle of Solomeo.

Equally striking is Brunello’s relationship with time and with people. For him, friendship is a form of continuity. Over decades, he has maintained a small circle of local friends, for whom presence matters more than proximity, and constancy more than appearance. Only in Solomeo does one understand that his true creation is continuity itself – the rarest form of legacy.

What you have created feels like an entire world. What is Solomeo, truly?

For me, it is a place of the soul. I have no doubt about that. It is a hamlet that needed renewed attention, and we sought to beautify it with care and harmony, always respecting its genius loci and consuming as little land as possible. That is why we built a theatre conceived to endure for centuries. At the same time, we restored, adapted, and brought new life to what already existed, for the benefit of those who will come after us.

Every philosophy has a cost. What has yours cost you?

I devoted much energy to pursuing this dream of my life. It required tenacity, perseverance, and faith that it was the right path. I was fortunate to share this dream first with my wife Federica, and gradually with all those thoughtful souls who helped bring it to fruition.

In a world that worships speed, you have defended slowness. Was it instinct, discipline, or rebellion?

I have always loved it. Whenever I can, I read, reflect, converse with myself, and take notes in pencil. I find inspiration in the gentle hills of our Umbrian land and in the flight of the swallows in Solomeo. I remain captivated before the fireplace, listening to the voice of the fire.

What is, today, your most authentic definition of luxury?

I think of a gentle luxury, capable of offering elegance without excess, a form of self care that brings harmony, balance, and grace. For me, luxury is above all beauty in proportion, as the masters of classical Greece taught us.

Is elegance something one wears, or something one owes to the world?

Elegance is not defined so much by what one wears, but by how one presents oneself to others and to the world. I believe it is, above all, a way of life.

Who, in your life, taught you most about dignity without ever speaking of it explicitly?

My father, without doubt. In my documentary Brunello, The Gentle Visionary, directed by Academy Award winner Giuseppe Tornatore, with music by Nicola Piovani, one can see the moment that changed my life and the greatest lesson I received.

How would you describe Italy to the world?

Italy is a country of the soul, of harmonious landscapes and magnificent architecture, of art admired throughout the world, and of a living culture filled with grace.