In contrast to the public criticism faced by Bernard Arnault for his donation to Restos du Cœur, there is a different scenario unfolding in Italy. In this country, it is possible for luxury fashion houses to succeed while also advocating for leftist ideologies. Two influential figures, Miuccia Prada and Brunello Cucinelli, have discreetly incorporated a political undertone into their creations, appealing to their perceptive clientele.
Miuccia Prada, known for her association with the Communist Party during her youth, has never shied away from her political beliefs. Similarly, Brunello Cucinelli had his hippie beginnings, which have influenced his philosophy and approach. Both designers have found subtle ways to infuse their political ideals into their brands without becoming overtly propagandistic.
One example of Cucinelli’s commitment to promoting his concept of “Humanistic Capitalism” can be seen in his company’s communication and interpretation on his website. Cucinelli’s campaign in 2022, named “The eyes are the interpreters of the soul. Cicero,” encapsulates the designer’s belief in the power of humanistic, ethical, and sustainable principles. In his message, Cucinelli expresses hope for a future characterized by harmony and unity among all people, emphasizing the importance of reclaiming the path of universal humanism.
Similarly, in 1996, Cucinelli’s campaign, titled “We need a new humanism,” reflected his deep appreciation for work and his belief in a new humanism characterized by sensitivity, consciousness, and serene dignity. The campaign sought to break away from the noise dominating the modern era and instead celebrate a vibrant and alive humanism born from the passion for the arts.
It is important to note that Cucinelli’s commitment to his political beliefs goes beyond mere communication tactics. He takes concrete actions to uphold his values within his company. For instance, he ensures that his employees are well taken care of, emphasizing the importance of healthy eating and providing a generous 1.5-hour lunch break accompanied by a restful nap. These practices reflect Cucinelli’s belief that actions and management matter more than mere communication.
Recently, Brunello Cucinelli celebrated his 70th birthday, providing an opportunity to reflect on his life’s purpose rooted in humanism. Cucinelli stated, “My goal is to leave humanity a little bit more beautiful than when I was born.” This sentiment encapsulates his dedication to incorporating humanistic values into his work and making a positive impact on the world.
Overall, Miuccia Prada and Brunello Cucinelli exemplify how one can run a successful luxury house while advocating for leftist ideologies. Their discreet incorporation of political undertones into their creations, as well as their commitment to actions aligned with their beliefs, showcase their dedication to advancing humanistic values in the fashion industry.
Useful links:
1. Miuccia Prada Official Website
2. Brunello Cucinelli Official Website
