Even as luxury brands face a rocky road in China’s economy, one name keeps popping up on the winner’s list: Brunello Cucinelli. This Italian luxury fashion house isn’t just holding its ground; it’s expanding, with a revenue bump of 9.2% in Q3 and an impressive 14.1% in the first half of 2024.
China’s Role in Cucinelli’s Success
It’s no secret that China plays a huge part in Cucinelli’s success. Following Shanghai Fashion Week Spring/Summer 2025, the brand staged its first fashion show in Shanghai at Zhangyuan, a spot that’s more than just a venue but a symbol of style and history in the Jing’an District.
The event wasn’t just a runway; it was a gala, buzzing with the presence of Italian dignitaries and stars like Zhang Ziyi and Korean actor Park Sung-hoon. Cucinelli himself made a significant appearance, engaging in a deep cultural dialogue about heritage and fashion at Tongji University.
The Luxury Landscape Amid Economic Shifts
While giants like LVMH and Kering saw their earnings dip in Q3 by 5% and 15% respectively, Brunello Cucinelli sailed through, showing just how distinct its strategy is. The downturn cited by these giants? China. But where they see challenges, Cucinelli sees a recalibration opportunity.
Founder Sig. Cucinelli doesn’t see this as a setback but a strategic “rebalance.” Post-pandemic, the demand for what he calls “quiet luxury” has surged, leading to the brand’s quick rise. He’s not racing to expand; instead, he’s pacing it, aiming to match the market’s new rhythm focused on quality and emotional connection.
Looking Ahead: The Future of Luxury in China
Cucinelli believes in China’s potential beyond current economic fluctuations. The emphasis on quality consumption and emotional value resonates deeply with Chinese consumers, and the recent Shanghai event is a testament to the brand’s commitment to maintaining and deepening these connections.
What’s clear is that Brunello Cucinelli isn’t just surviving in China’s luxury market; it’s setting the pace, showing that understanding and integrating into the cultural fabric are as crucial as the products offered.
This isn’t just about cashmere; it’s about crafting stories that speak directly to the heart of the consumer, and Brunello Cucinelli seems to have mastered that art in China.
