Interviewer: Brunello Cucinelli recently rejected the term “quiet luxury” for his Winter 2024 collection, instead championing “gentle luxury.” What does that mean?
Italist Fashion Expert: Cucinelli believes that “quiet luxury” oversimplifies the depth of his craftsmanship. For him, true luxury is bold and full of life—every stitch, every material tells a story. Gentle luxury emphasizes balance: it’s elegant without being ostentatious, soft yet strong, and rooted in tradition but open to modern expression. It’s a more human, ethical approach to luxury, where the focus is on quality, care, and community.
