Mytheresa, Brunello Cucinelli Manufacture Arty, Cunning Pill Assortment – WWD

LONDON — Mytheresa is teaming with one in every of its best-performing manufacturers, Brunello Cucinelli, on a 27-piece tablet assortment and way of life marketing campaign that objectives to spotlight artwork, craft and nation.

The in-house marketing campaign will founding Wednesday day the gathering, Brunello Cucinelli x Mytheresa will land on Oct. 18.

Mytheresa stated it is a larger-than-usual tablet, and encompasses males’s and womenswear. This can be a apply on from earlier collaborations, together with a nation tablet assortment in April 2020 providing womenswear, menswear and kidswear, and a womenswear prime summer season tablet in June 2021.

It additionally follows a unique match that noticed Mytheresa pull a bunch of VIP consumers to Cucinelli’s headquarters in Solomeo, Italy, in September 2022.

Solomeo is a hilltown a couple of miles from Perugia which Brunello Cucinelli and his namesake corporate have restored over time.

“It’s no secret that Brunello Cucinelli is a very successful brand at the moment. The numbers show that each quarter, one reason why we wanted to collaborate on a joint women’s and menswear collection that carries the DNA of the brand,” stated Michael Kliger, leading govt officer of Mytheresa.

Kliger stated Mytheresa’s tablet collaborations usually component particular merchandise or ones with a twist, however this one is other. It’s Cucinelli-core, providing ready-to-wear, outerwear “and all of the elements that make Brunello Cucinelli such a desirable product.”

The marketing campaign used to be photographed through Karen Rosetzsky and artwork directed through Mytheresa leading inventive officer Julian Paul. It options Scottish artist Robert Sir Bernard Law and his spouse, the actress and poet Greta Bellamacina.

It displays the couple at their house within the English nation-state, posing out of doors through the puddle and within, in opposition to the colourful interiors. They’re captured at paintings — Sir Bernard Law is pictured in his studio — and walking across the verdant fields.

“The campaign needed to be authentic. They are not models, or actors. These images show who they are where they live. There is no bling or added imagery,” Kliger stated.

Carolina Cucinelli, copresident and co-creative director of the Italian logo, stated the marketing campaign may be intended to spotlight craft.

“There is this idea of art, immersive art and craftsmanship. It give us the chance for us to show the artisanal soul of Brunello Cucinelli,” she stated.

The items are constructed to ultimate, “and to be passed on through the generations. This collection is not about buzz,” she added.

Materials come with cashmere, mohair, virgin fable and nice leather-based. Cucinelli stated the cut supremacy and skirt that Bellamacina is dressed in are hand-crafted, as is the chunky scarf neck cardigan with a geometrical intarsia design.

Alternative pieces come with a grey shearling aviator jacket, a full-length fable coat, denim and leather-based items.

Cucinelli added that appearing the gathering within the context of a house used to be notable.

“At Brunello Cucinelli, we work as a family, and as a community, in our little hamlet of Solomeo. We are very connected to local culture and art. Even during fashion week we operate like a family, eating together, and entertaining together. We are very open with lots of clients and friends around us,” Cucinelli stated.