A Chat with Riccardo Stefanelli, CEO of Brunello Cucinelli

In today’s luxury landscape, where speed often takes precedence over substance, the Brunello Cucinelli brand offers a profound counterpoint: one rooted in intention, beauty, and human dignity.

Their New York space was more than a showroom; it was a portal to Solomeo, the medieval Umbrian village where Brunello Cucinelli built his company…

During an intimate dinner hosted inside the brand’s Upper East Side townhouse in partnership with Reschio Estate, our SmartFlyer team experienced firsthand the gracious spirit that guides their every decision, from the sumptuous fabrics they source to the genuine hospitality we felt while around the table with their team. Their New York space was more than a showroom; it was a portal to Solomeo, the medieval Umbrian village — nearby the seemingly mythical Reschio — where Brunello Cucinelli built his company as a living expression of how to create a brand centered on people.

At the helm of this quietly powerful empire is Riccardo Stefanelli, CEO and longtime steward of the brand’s values. With a background in law and deep ties to his native Umbria, Riccardo speaks with clarity and conviction about the responsibility of leadership—not just to business, but to culture. His perspective is a reminder that excellence isn’t just a standard, it’s a way of life, cultivated daily through craftsmanship, hospitality, and community.

In this conversation, Riccardo shares how Brunello Cucinelli continues to evolve without compromising its soul, what hospitality looks like through an Italian lens, and how travel—in all its elegance and ease—continues to inspire the brand’s timeless aesthetic. Whether you’re stepping into their boutique in New York or sitting down for lunch in Solomeo, the experience is the same: thoughtful, graceful, and distinctly human.

SmartFlyer: Your brand is known for its excellence and longevity—how do you continue to evolve while staying true to your original vision?

Riccardo Stefanelli: From the very beginning, we have been guided by a strong philosophy rooted in shared values—what we call Humanistic Capitalism. At the heart of our enterprise lies human creativity and dignity, providing both balance and a precious compass as we navigate the rapid evolution of our times. This philosophy ensures that while we embrace change, we remain steadfast in our commitment to authenticity and excellence.

SF: What does hospitality mean to you in the context of your industry, and how do you infuse it into the experience you create for your guests or clients?

RS: Hospitality is a fundamental value in Italian culture—the act of welcoming, guiding, and sharing our home, our traditions, and our way of life comes naturally to us. In Solomeo, we host intimate dinners where guests can fully immerse themselves in our philosophy and experience the daily rhythm of life we cherish. It is through these moments that we extend the warmth and generosity that define our brand.

SF: In a world of quickly evolving trends and constant change, how do you maintain your standard of excellence?

RS: Each new collection presents an opportunity to uphold our highest standards while listening to the pulse of contemporary trends. This balance is possible thanks to our deep-rooted humanistic philosophy and unwavering devotion to artisanal craftsmanship. By understanding the essence of every material we select and every technique we employ, we ensure that excellence remains the foundation of all we create.

SF: How do you balance the expectations that come with your brand’s legacy with your desire to push boundaries?

RS: Remaining true to one’s roots does not mean resisting renewal. For us, innovation, reinvention, and growth are essential, but they must always be guided by our fundamental values. We cultivate human connections and maintain a deep bond with the artisans who have been with us for years—some for decades—ensuring that every evolution is built upon a foundation of tradition and integrity.

SF: Brunello Cucinelli is famous for its head offices in Solomeo—a small town in Umbria—being immersed in nature where you serve lunch to your entire team each day. How does placing importance on this part of your company culture enhance the products and services you provide?

RS: We have always believed that working in a beautiful, harmonious environment—one that feels natural and familiar—is fundamental to both well-being and creativity. Respecting human dignity, ensuring fair wages, and honoring personal time are all essential principles. When people feel valued and inspired, they can express their creativity fully, and that, in turn, enriches everything we create.

SF: You’ve spoken about how community has played a role in the brand’s mission. How do you translate the value you place on community into spaces like the one on the Upper East Side that you generously welcomed our team into for dinner?

RS: Wherever we bring Brunello Cucinelli brand, we strive to carry a piece of Solomeo’s spirit with us. Our goal is to create spaces that embody the same warmth and hospitality, so that when someone visits our boutique, they experience a sense of serenity —a connection to the philosophy that defines us. And should they one day visit Solomeo, we hope they will recognize the roots of that experience, where every element naturally comes together.

SF: You’ve talked about gracious growth. What does that look like as you balance the Italian heritage of the brand and fast-paced places like New York?

RS: I think that, while the world moves at an increasingly rapid pace—whether in communication, economics, or politics—there remains a deep fascination in everyone with the serenity of a slower rhythm. True artisanal craftsmanship requires time, patience, and care, allowing creativity to flourish. In every boutique, we seek to evoke this sense of calm, offering a space where people can pause, reflect, and experience a moment of tranquility.

SF: How do you see the intersection between Brunello and your clients traveling comfortably?

RS: Travel is a central inspiration for our ready-to-wear casual chic collections each year—not just in the moment of movement, but in the broader experience of discovery, connection, and freedom. As travel elegance evolves, in recent years it has passed from streetwear style to a more refined comfort, so does the way we dress for it. That’s why we curate an entire wardrobe dedicated to travel, from effortless weekend escapes to longer journeys, ensuring that elegance and ease go hand in hand.