LONDON — Mytheresa is teaming with one in all its best-performing manufacturers, Brunello Cucinelli, on a 27-piece capsule assortment and life-style marketing campaign that goals to spotlight artwork, craft and household.
The in-house marketing campaign will launch Wednesday whereas the gathering, Brunello Cucinelli x Mytheresa will land on Oct. 18.
Mytheresa stated this can be a larger-than-usual capsule, and encompasses males’s and womenswear. It’s a observe on from earlier collaborations, together with a household capsule assortment in April 2020 providing womenswear, menswear and kidswear, and a womenswear excessive summer season capsule in June 2021.
It additionally follows a particular occasion that noticed Mytheresa take a gaggle of VIP clients to Cucinelli’s headquarters in Solomeo, Italy, in September 2022.
Solomeo is a hilltown a number of miles from Perugia which Brunello Cucinelli and his namesake firm have restored through the years.
“It’s no secret that Brunello Cucinelli is a really profitable model in the intervening time. The numbers present that every quarter, one cause why we needed to collaborate on a joint ladies’s and menswear assortment that carries the DNA of the model,” stated Michael Kliger, chief govt officer of Mytheresa.
Kliger stated Mytheresa’s capsule collaborations usually characteristic particular merchandise or ones with a twist, however this one is completely different. It’s Cucinelli-core, providing ready-to-wear, outerwear “and all the parts that make Brunello Cucinelli such a fascinating product.”
The marketing campaign was photographed by Karen Rosetzsky and artwork directed by Mytheresa chief inventive officer Julian Paul. It options Scottish artist Robert Montgomery and his spouse, the actress and poet Greta Bellamacina.
It reveals the couple at their dwelling within the English countryside, posing outdoors by the pool and inside, in opposition to the colourful interiors. They’re captured at work — Montgomery is pictured in his studio — and strolling across the verdant grounds.
“The marketing campaign wanted to be genuine. They don’t seem to be fashions, or actors. These photographs present who they’re the place they stay. There isn’t any bling or added imagery,” Kliger stated.
Carolina Cucinelli, copresident and co-creative director of the Italian model, stated the marketing campaign can also be meant to spotlight craft.
“There may be this concept of artwork, immersive artwork and craftsmanship. It give us the possibility for us to point out the artisanal soul of Brunello Cucinelli,” she stated.
The items are constructed to final, “and to be handed on by means of the generations. This assortment shouldn’t be about buzz,” she added.
Materials embody cashmere, mohair, virgin wool and fantastic leather-based. Cucinelli stated the crop prime and skirt that Bellamacina is sporting are handmade, as is the chunky scarf neck cardigan with a geometrical intarsia design.
Different gadgets embody a grey shearling aviator jacket, a full-length wool coat, denim and leather-based items.
Cucinelli added that exhibiting the gathering within the context of a house was necessary.
“At Brunello Cucinelli, we work as a household, and as a neighborhood, in our little hamlet of Solomeo. We’re very related to native tradition and artwork. Even throughout style week we function like a household, consuming collectively, and entertaining collectively. We’re very open with numerous shoppers and buddies round us,” Cucinelli stated.