Brunello Cucinelli SS 2024 Campaign with Cate Underwood, Nour Rizk by Lachlan Bailey AOC Fashion

Lachlan Bailey [IG] and Brunello Cucinelli [IG] make perfect sense together. We find Bailey behind the lens for Brunello Cucinelli’s May 2024 drop.

The cast includes Cate Underwood, Lucky Blue Smith, Nour Rizk and Ryan Porter with styling by Michela Buratti. / Hair by Werner Amort; makeup by Pedro Pianto

An Era of Elegant and Well-Made Clothes

Brunello Cucinelli seconds the position of Loro Piana in rejecting the term ‘quiet luxury’. Insisting that “there is nothing quiet in the craftsmanship” of his luxury fashion brand, the creative director head of the Italian house believes that we’re entering a new era of “elegance and well-made clothes”.

If fashion writers must have a word-handle, Cucinelli says call it ‘gentle luxury’.

Major 2023 Revenue Increases Worldwide

With final 2023 year-end results that delivered a 42 percent net profit increase of 123.8 million euros year-over-year, Brunello Cucinelli revenue increased 23.9 percent to 1.14 billion euros, compared with 919.7 million euros in 2022.

2023 revenues in Italy rose 25.4 percent to 128.8 million euros. Revenues in the Americas rose 20.8 percent to 404.4 million euros, representing 35.5 percent of the total. Lastly, sales in Asia soared 40.4 percent to 306.8 million euros, representing 26.9 percent of the total.

Simply stated Brunello Cucinelli is firing on all cylinders worldwide; and the trend continued in first quarter 2024. Read the investor documents.

2024 Starts Strong

In early May, Brunello Cucinelli opened its third US store in Florida, choosing a location in Miami’s Design District, after a long wait. The 4,500-square-foot, two-level boutique at 139 Northeast 39th Street joins stores on Worth Avenue in Palm Beach and Bal Harbour.

Always expressing humanist values, the Cucinelli leadership team stresses the importance of international clients in entertainment, music and hospitality — coupled with artists and creatives — as being the ideal nucleus of the human energy the house seeks to channel in creating its customer hubs.

While much luxury retail has stumbled in the first quarter of 2024, Brunello Cucinelli posted a 16.5 revenue percent increase through March 31. Based on current orders, the gentle luxury house is projecting revenue growth of 10 percent in 2024.

The Americas grew 19.5 percent and represented 36.9 percent of the total.