Donation of 30 million euros: Brunello Cucinelli
COVID-19 has seriously made its mark in the global luxury fashion industry. So much so that many proclaimed that humanity lived in dark times. I’ve been working in the fashion industry long enough to say with certainty that things will get better. More importantly, we are in a wonderful transitional era where new trading strategies are about to shape the world. Like the ancient proverbial word “When life gives you lemons, make lemonade” In the face of the adversity of this global pandemic, those words are used to inspire optimism
Although the business was greatly affected by the coronavirus pandemic, Brunello Cucinelli took lemons and made lemonade. Cucinelli not only supported humanist philosophy and progressive thinking, but built its fashion empire by implementing a social impact.
A notable logo of this global pandemic:
He recently revealed the progression of a new permanent label, “Brunello Cucinelli for Humanity”. It’s necessarily a label with a social impact. The founder and CEO of his eponymous label has made the decision to replace the old way of doing business. Instead of marking the unsold goods that were placed in retail transit closures, I would prefer to characterize the surplus of clothing for humanity.
“Brunello Cucinelli for humanity” Brunello Cucinelli: “It turns out to me that this assignment, which we all describe as “intense”, complements the dignity of humanity and will pay tribute to all those who participated in the manufacture of those. Move hand in hand with the other assignment initiated several years later, which consists of repairing, recovering and reusing all our products. All this serves to highlight the greater allocation of “human sustainability” in which we have always believed and in which it can be summarized as: “protecting the climate, reducing emissions, safeguarding land and wildlife, caring for human beings”. It would be a real thrill to me if this symbolic gesture were welcome as a sign of hope for a new and lasting”
Cucinelli believes to report on one of the most significant humanist periods, as well as a long-term investment of the company itself. In fact, Mr. Cucinelli was responsible, despite the great fortune of the fashion industry, for donating these garments and using them for humanitarian purposes around the world. He has developed a ‘Humanity Support Council’. The board will have the task of a lifetime through the management of garments that have a production price of thirty million euros and a global network of partners who have shown their willingness to carry out the allocation in their geo-local territories by sending consumers those garments as gifts.
By 2020, the global struggle has obviously affected all industries and companies in one way or another. Looking on the bright side, it’s smart to know that other people and businesses have gone beyond expectations to come to an end for the smarts of civilization. The total estimated amount of the donation is about 32 million euros. The acts of altruism find it to humanity that, if we run in combination for the unusual intelligent, we can persevere and we will.
I recently had the privilege of speaking to founder and CEO Brunello Cucinelli about how, given that there was an excess of garments, he had the concept of reusing those new garments to get the advantages of humanity, why he believes that “New Time” will inspire us not to turn his back on poverty and the way his beloved grandfather repeated to him as a child :Let us eat what is right, so that there is enough for all mankind.”
Joseph DeAcetis: Since Italy is one of the countries most affected by COVID-19, how did it influence it?
Brunello Cucinelli: We have to settle for the fact that this calamity is a kind of dispute between biology and Earth, where the Earth asked us and there is no doubt that we will grant it. Thomas More taught me to “settle for what I can’t replace and review to replace what I can replace.”
Joseph DeAcetis: What do you think is your motivation to propose the mission for humanity?
Brunello Cucinelli: Great philosophers have taught us that there is always intelligence in evil and vice versa. And so, as there was an excess of garments as a result of the closure of the stores, I had the concept of reusing these new garments to gain the advantages of humanity through a formula I called “Brunello Cucinelli for Humanity”. Their manufacture, taste and advertising price are the same, but their meaning has increased considerably, because now they become a delicate sign of the new way of conceiving capitalism, the kind of capitalism that we have the tendency to favor, through which the concordance between the advantage and return represents one of its greatest significant humanistic moments.
Joseph DeAcetis: How does your company plan to make a donation of 30 million euros and your workers are affected or move from this donation?
Brunello Cucinelli: There is no plan to recover this money, but we consider this gesture as a type of “investment” to obtain the advantages of Creation, its intelligent appearance and its preservation. For example, one of our esteemed consumers might be aware of this and this symbolic gesture as a smart omen for a new sustainable era. This task goes hand in hand with another one we have been doing for many years in our factory, which is “repair and repack” everything we produce.
Joseph DeAcetis: Talk to Forbes about how this social effect on strategy can elevate humanity’s instincts.
Brunello Cucinelli: What fascinated me most were the eyes of my collaborators who filled with tears when I announced this “Project for Humanity”. There is no doubt that the craftsman who made these products with love will be proud of his new vocation. Nor is there any doubt that this “new era” will inspire us not to turn our backs on poverty and perhaps to implement the recommendation that my dear peasant grandfather told me as a child: “eat what is right, so that enough remains for all mankind.” I am touched by the concept of seeking to live in accordance with Creation.
Joseph DeAcetis: How have COVID-19 and the global pandemic influenced the direction of your men’s and women’s clothing fall/winter 2021 respectively?
Brunello Cucinelli: Perhaps the worst has happened, we are very confident in the future. To date, our business is the same as in February: we have the same number of people in the paintings as before the pandemic. As of today, these same people have allowed us to catch up with the production of the Fall-Winter 2020 collection. A few days ago, we launched the new collections spring summer 2021: we opted for a “physical” presentation and highlight completely new styles as usual, and they are a wonderful success: it makes paintings with a more serene and hopeful soul. I am firmly at what the wonderful Master Einstein once said: “It is at the most difficult time that genius unleashes his creativity.”
Renowned American journalist and foreign editor. My interest lies in the speed and direction of adopting trends in fashion and luxury lifestyle, up to genuine time.
Renowned American journalist and foreign editor. My interest lies in the speed and direction of adopting fashion trends and luxury lifestyle, real-time fashion through key influencers and how disruptions and social intelligence have made the transition from the trend landscape through the democratization of the market.