Brunello Cucinelli Launches First Men’s Fragrance, Evoking Umbria
A missing piece in the designer’s envious lifestyle portfolio has been filled.
Brunello Cucinelli Pour Homme.
Photographer: Shawn Michael Jones for Bloomberg Businessweek
In 1978, Brunello Cucinelli borrowed a few hundred dollars and started his eponymous fashion brand by selling colorful cashmere sweaters for women. Since then the company, and thus his name, has grown to represent an entire lifestyle. It now has a market cap of more than €5 billion ($5.34 billion), selling ready-to-wear eyewear, leather goods, home decor and shoes—all meticulously crafted with first-class textiles and embodying a subdued Italian version of luxury. But there’s been no fragrance to complete Cucinelli’s domination of the senses. That changes this fall with the debut of two eau de parfums, one for men (pictured) and one for women.
THE COMPETITION