Italian designer Brunello Cucinelli has recently become a member of the Fashion Task Force under Prince Charles’ Sustainable Markets Initiative. This global initiative, led by Prince Charles, aims to expedite the shift towards a sustainable future within the private sector through collaboration and collective efforts. The Fashion Task Force, chaired by Federico Marchetti, consists of renowned fashion brands like Burberry, Chloé, and Stella McCartney.
Cucinelli’s participation in the Fashion Task Force is specifically focused on promoting regenerative farming and local textile production through his project, the Himalayan Regenerative Living Lab. The main objective of this initiative is to generate economic value while upholding principles of social and environmental sustainability. With his reputation as a philanthropist and his distinctive luxury business model, Cucinelli has successfully built a brand with a market capitalization of $3.7 billion. Additionally, he has transformed the medieval village of Solomeo in Umbria into a thriving fashion community and established it as a rural think tank.
Cucinelli explains that his support for the Sustainable Markets Initiative stems from his admiration for Prince Charles, who has been promoting ecological consciousness and the circular economy for several decades. The fashion designer first encountered Prince Charles at the G20 summit in Rome, where he was impressed by the prince’s deep appreciation for Italian culture and history. Furthermore, Prince Charles has expressed keen interest in visiting Solomeo and exhibits a passion for revitalizing small villages.
The Fashion Task Force will be spearheading the Himalayan Regenerative Living Lab project, which strives to restore and rejuvenate the land, protect animals, and enhance conditions for farmers and livestock in the Himalayas. Cucinelli introduces the concept of a “passport della moda,” which aims to improve working conditions for fashion production within small villages. This project involves activities such as tree planting and providing support to farmers in cultivating cotton, silk, and cashmere in a holistic manner.
Although Prince Charles has not yet worn any of Cucinelli’s designs, the designer remains hopeful for a future where the prince embraces his creations. He lauds Prince Charles for his refined, chic, and amiable personality, while also appreciating his ideas and princely demeanor.
Overall, Cucinelli’s involvement in the Sustainable Markets Initiative and the Fashion Task Force underscores the fashion industry’s dedication to sustainability and the significance of supporting regenerative practices and local production. Through endeavors like the Himalayan Regenerative Living Lab, the fashion industry can actively contribute to a more sustainable and ethically-oriented future.
Useful links:
– Sustainable Markets Initiative
– Brunello Cucinelli Official Website
