Ben Rosser/Courtesy photo
This week, Carolina Cucinelli, daughter of the founder of the Italian luxury brand and co-president and co-creative director of Brunello Cucinelli, made her inaugural trip to Aspen in support of the brand’s ski and outdoors-focused Montagna Collection and to celebrate their partnership with online luxury retailer, Net-A-Porter.
Brunello Cucinelli, which has operated a storefront at 508 E. Cooper Ave. since 2012, is known for its high-quality knits made of natural materials like cashmere, silk, and linen with detailed craftsmanship, timeless designs, and sustainable practices.
The Aspen Times connected with Carolina Cucinelli to discuss the mainstream rise of quiet luxury in fashion, the Montagna Collection, and what makes the Rockies magical.
Aspen Times: What brings you to Aspen this week?
Carolina Cucinelli: I am very happy to be here for this special event organized with our dear friends of Net-A-Porter and Mr. Porter in this magical place. Aspen holds a special place in the heart of the Brunello Cucinelli brand – not only for its beauty, but also for the discerning clientele it attracts. My visit this week is a celebration of the harmony between our brand’s character and the lifestyle here in Aspen. It’s an opportunity to engage with our community in a beautiful wintry setting.
AT: The Brunello Cucinelli store opened in Aspen in 2012; how has Aspen proven to be a good fit for the brand?
CC: Aspen has always been a significant city for the brand. Since its opening in 2012, our Aspen boutique has been a testament to the alignment of values between our brand and the Aspen community. Its nature, the warmth of the people, and the elegance of each corner are all qualities we admire about this special place. Aspen is not just a destination – it’s a lifestyle that perfectly mirrors the spirit of the Brunello Cucinelli brand.
AT: Has the rise of “quiet luxury” helped get the brand in front of a newer and younger audience?
The essential and “quiet” style has always been part of our collections. We like to express ourselves in an easy, spontaneous way that certainly helps us connect with people, especially with the younger generations, through a message of authenticity and self-confidence. This approach appeals to a discerning audience that values substance, sustainability, and style over ostentation. We’ve noticed a growing interest from a younger, more conscious generation that seeks transparency and a meaningful narrative in their luxury choices, and we are delighted to see them connect with our brand’s philosophy.
AT: Tell me a bit about the ski/outdoors-focused Montagna Collection.
CC: Our Montagna collection is a celebration of the outdoors and the majestic beauty of the mountains. We sought to reinterpret the classic fabrics and colors of our winter collection dynamically for those who cherish both adventure and elegance. Whether on the slopes or enjoying an après-ski, each piece offers warmth and comfort without compromising on style.
AT: Speaking of mountain communities, what do you think is the biggest similarity and the biggest difference between the Alps versus the Rockies?
CC: I think the greatest similarity between the mountain communities of the Alps and the Rockies lies in the extraordinary natural beauty that surrounds them, inspiring a deep connection with nature and an authentic passion for outdoor activities.
However, the most significant difference might be reflected in their cultures. The Alps are steeped in centuries-old traditions and a certain European charm, while the Rockies offer a more untamed experience, intertwined with the pioneering spirit of the American West. This is the aspect I find most interesting when traveling — the authenticity of places.
