The endless debate about aesthetics with ethics has its roots in the luxury sector, and Brunello Cucinelli is, nowadays, one of the most important players in this field.

Of course, he tries to maintain his company fashionable but above all with responsible actions and the social and moral values that characterize the social responsibility that our parents taught us. The entrepreneur’s attention is focus on the rediscovery of Italian places and craftsmanship.

Brunello Cucinelli tries to explain an important concept: aesthetics and ethics find their point of contact in Beauty. The Beauty that is defined as moral value, the Beauty that for Dostoevskij ”will save the world”, the Beauty that is the basis of the concept of dignity.


We live in a capitalistic society that has changed, will change and is still changing our perception, and in the luxury world this transformation is emphasized by the propensity for the excesses. Brunello Cucinelli has understood this concept many years ago and he decided to use the luxury market, with all its awareness and excesses, in order to promote and rediscovery a new form of Beauty, the moral Beauty for which the emperor Adriano felt responsible, and for which Brunello Cucinelli feels responsible too.

He is considered as a philosopher, a Beauty lover, but at the same time a visionary entrepreneur. He has understood what Geoffrey Chaucer said many years ago, that ”there is never a new fashion but it’s old”, old for the real moral values that we are slowly and inexorably losing in a society driven by unbridled capitalism. This “old fashion” described by Chaucer and kept alive by Brunello Cucinelli is based on human values and respect for Life.


These values, often considered to abstract, are reflected on real decisions and actions. One clear example has been given by the reconstruction after the earthquake of the Norcia’s church.

Beauty and respect, ethic and dignity, all this value must be respected, all this values must be followed and preserved.

Brunello Cucinelli help us, our consciousness help  the world.

Andrea Pedersoli


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