LONDON — Mytheresa is teaming with one of its best-performing brands, Brunello Cucinelli, on a 27-piece capsule collection and lifestyle campaign that aims to highlight art, craft and family.
The in-house campaign will launch Wednesday while the collection, Brunello Cucinelli x Mytheresa will land on Oct. 18.
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Mytheresa said this is a larger-than-usual capsule, and encompasses men’s and womenswear. It is a follow on from previous collaborations, including a family capsule collection in April 2020 offering womenswear, menswear and kidswear, and a womenswear high summer capsule in June 2021.
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It also follows a special event that saw Mytheresa take a group of VIP customers to Cucinelli’s headquarters in Solomeo, Italy, in September 2022.
Solomeo is a hilltown a few miles from Perugia which Brunello Cucinelli and his namesake company have restored over the years.
“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,” said Michael Kliger, chief executive officer of Mytheresa.
Kliger said Mytheresa’s capsule collaborations normally feature special products or ones with a twist, but this one is different. It is Cucinelli-core, offering ready-to-wear, outerwear “and all of the elements that make Brunello Cucinelli such a desirable product.”
The campaign was photographed by Karen Rosetzsky and art directed by Mytheresa chief creative officer Julian Paul. It features Scottish artist Robert Montgomery and his wife, the actress and poet Greta Bellamacina.
It shows the couple at their home in the English countryside, posing outside by the pool and inside, against the colorful interiors. They are captured at work — Montgomery is pictured in his studio — and strolling around the verdant grounds.
“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 said.
Carolina Cucinelli, copresident and co-creative director of the Italian brand, said the campaign is also meant to highlight 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 said.
The pieces are built to last, “and to be passed on through the generations. This collection is not about buzz,” she added.
Fabrics include cashmere, mohair, virgin wool and fine leather. Cucinelli said the crop top and skirt that Bellamacina is wearing are handmade, as is the chunky shawl neck cardigan with a geometric intarsia design.
Other items include a gray shearling aviator jacket, a full-length wool coat, denim and leather pieces.
Cucinelli added that showing the collection in the context of a home was important.
“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 said.