It’s a damp and foggy morning when I arrive once again in the very quiet streets of Auxey-Duresses for my annual pilgrimage to taste the new Maison Leroy Collection. Last year Madame Lalou Bize-Leroy was in Monaco, so I’m looking forward to seeing and tasting with her again – on what happens to be her daughter’s birthday. Two dogs rush out to greet me eagerly – the 13-year-old black poodle Nine and five-year-old Grand Basset Griffon Vendéen Olga, both quickly quietening down once appeased with some gentle pats. Madame, meanwhile, stands behind them, as elegant and unassuming as ever.   Talking briefly about the state of the market, she repeats how the most important thing is the happiness of our clients. It was at the forefront of her mind when she decided on the wines in this year’s collection, which is dominated by the 2017 and 2018 vintages, with the oldest wine from 2011. It’s good to mix things up, she tells me. After last year’s extensive library release with a flurry of back-vintages, this year she wanted to give the youngsters a chance to shine.  She describes 2018 as a more complete vintage, there is more wine, more matière than 2017; nonetheless 2017 is more refined and delicate, somehow more approachable. We talk about what makes a “grand vin” and she says: “La qualité, c’est les rendements.” (“Quality, it’s the yield.”) Taking Aligoté as an example, she explains that she’ll rarely make as much as 20hl/ha for the Domaine Leroy and Domaine d’Auvenay Aligoté – and for her that’s the limit for producing a high-quality wine. It is impossible to make a good Aligoté at 40hl/ha, she argues – and as she knows from tasting those watery, dilute wines. “I’d actually rather drink water,” she confesses. It’s no secret that her Aligoté is special: and Gilles Desprez (Bize-Leroy’s right-hand man) notes how he was once blown away by a bottle of 1999 D’Auvenay Aligoté served to him blind – a wine that those around the table all thought was a Grand Cru white.  There’s no better judge of a wine than blind tasting – as Bize-Leroy knows. To this day, she blind-tastes everything that makes its way into bottle under the Maison Leroy label. She was recently tasting some 2024s for the range and notes how it’s easy to find a great Nuits-Saint-Georges or Gevrey-Chambertin, but is too often disappointed with Vosne-Romanée and Chambolle-Musigny – struggling to uncover wines in these villages that are worthy of the Leroy seal of approval.  Our tasting begins with the reds this year, starting with an array of 2018s, sampled from south to north, “dans le sens de la Côte” (along the Côte), before moving through the 2017s to a 2016, 2015, 2012 and, finally, the oldest wine in this year’s collection, a 2011 Nuits-Saint-Georges.  The whites include an appellation that she rarely tastes and one that almost never makes it into the range: Savigny-lès-Beaune Blanc. The 2018 in this year’s collection, however, is special – a wine that you wouldn’t be a fool to call Corton-Charlemagne blind, she tells me. And (of course) Bize-Leroy is right: it is sumptuous, with a level of richness and density that far surpasses that of a mere “village”.  With air, it develops further, offering impressive complexity. Madame looks at Gilles: “It’s unfortunate we don’t have any Corton here to compare,” she says. Gilles confirms there isn’t any to hand while she considers the wine in front of her, before insisting – “Are you sure we don’t have any here?” The message is understood: Gilles says there may be some in another building and sets off to find it.   We keep chatting, tasting the 2018 Auxey-Duresses, a little shy after the 2018 Bourgogne Blanc (in her words: “the best Bourgogne Blanc we ever had”) and the superb Savigny. I ask if there are any wines she buys every year – an idea she’s fast to reject: she doesn’t have any contracts, each wine is selected purely on its quality in that specific vintage. I clarify that I meant if there were specific vineyards that she particularly likes, and finds herself buying year in, year out – and says that both Meursault Gouttes d’Or and Chassagne-Montrachet Morgeot are certainly favourites, although it all comes down to how they taste.   Gilles comes back with an unmarked bottle, immediately recognisable by its shape as Domaine Leroy. He is out of breath (earning some teasing, but also having run up and down 200 stairs to retrieve the bottle in question). The wine – a 2018 Corton-Charlemagne from the property – is quickly opened and served. It is typical Leroy: the nose is slightly muted, with some reduction and the popcorn-like notes that you often find in Bize-Leroy’s whites. On the palate, this is what you call packed: I have rarely found such concentration in a Corton-Charlemagne, even in ripe vintages chez Leroy. Madame states that she thinks many would call this a red if served totally blind, given its “matière”. “This is a grand vin,” she says. She explains how special the plot is, at the top of the hill, above her Corton Renardes: “C’est un terroir à rouge.” (“It’s a red terroir.”)   Going back to the Savigny-lès-Beaune Blanc seems like a pointless exercise after the Corton-Charlemagne – but is far from it. The Savigny has benefited from warming up and being open for an hour. In fact, it is far from ridiculous to compare it to its grander sibling. Indeed, Madame Bize-Leroy pauses over it, saying she finds the Savigny more balanced – the wine feeling beautifully layered, yet not heavy or dense. It is by far the best Savigny-lès-Beaune Blanc I have had the chance to try and – as proven by this comparison – would rival most Corton-Charlemagne. Of course, the 2018 Domaine Leroy Corton-Charlemagne is a baby – a wine built to age that will need years before being approachable and Bize-Leroy herself confirms that it won’t be released anytime soon. It has everything to be an exceptional wine in the future, but the Savigny is the one to drink now.  This is my 10th year at FINE+RARE and it’s relationships like this one that define our business: having the chance to share a moment with one of Burgundy’s legendary winemakers, talking openly and honestly about two of her wines, is truly special. Some are fast to dismiss Maison Leroy as “just” Bize-Leroy’s négociant label, perhaps out of ignorance or lack of exposure to the range. I can’t pretend these wines are cheap, but I also can’t pretend that Madame Leroy is like other winemakers. Her nose is remarkable, her access far-reaching, and the resulting wines one-of-a-kind. I can only admire this 93-year-old woman, the way she describes her wines, her humbleness, not to mention the wines that carry her name.  Tasting the 2025 Maison Leroy Collection 2018 Bourgogne Blanc: Maison Leroy’s 2018 Bourgogne Blanc is extremely expressive. Almost exuberant on the nose, it shows concentration, toasted almonds, juicy blood orange and verbena. The palate is equally impressive – and I would be easy to mistake this for a very good Meursault blind. Similarly to its red counterpart, the wine has gained in depth on the palate since we last tasted it. It is lively and expressive, yet with a signature fatness that’s so enjoyable. Madame Lalou Bize-Leroy tells me she has rarely, if ever, had a Bourgogne Blanc of this calibre – and we can only agree at this stage! Drink 2025-2031. 2018 Meursault: The 2018 Meursault from Maison Leroy is less immediately expressive than the Bourgogne Blanc, tasted just before – but don’t let that deceive you. You can feel the tension and seriousness of this wine, with hints of flinty minerality on the nose. The palate is concentrated and refined, nicely balanced and nuanced, with a creamy complexity. Compared to its Bourgogne sibling, this is clearly of a different calibre – a more aristocratic wine with greater density. Although approachable now, it will benefit from another three to five years in the cellar to express its full potential. Drink 2027-2035. 2018 Savigny-lès-Beaune Blanc: Maison Leroy’s 2018 Savigny-lès-Beaune Blanc is packed on the nose. Lovely brioche notes are underwritten by bruised apple and brighter citrus fruit, with delicate touches of lemon blossom. As the wine aerates, it keeps building in density, with layer upon layer – making for a wine that is beautifully fleshy and inviting. On the palate, the wine is so immediately rich and profound – it would be impossible to call this a village wine blind. It has the signature richness of a Corton-Charlemagne, perfectly balanced between power and tension. This is by far the best Savigny-lès-Beaune Blanc I have ever tasted and would be head and shoulders above most Corton-Charlemagne you can find on the market. This is drinking beautifully now but has everything to age effortlessly. Drink 2025-2040. 2018 Auxey-Duresses: Coming from a terroir that can sometime be a bit too flamboyant or invasive, Maison Leroy’s 2018 Auxey-Duresses feels very discreet after the Savigny-lès-Beaune. With notes of fresh almonds and a hint of reduction on the nose, this feels a bit muted. On the palate, the wine clearly has the concentration of the vintage, yet is quite elegant and restrained with a hint of white pepper. This is lovely but will need a few more years to be approachable. Drink 2028-2035. 2018 Bourgogne Rouge: Last tasted in February 2022, Leroy’s 2018 Bourgogne Rouge still displays a very charming, delicately perfumed nose that oscillates between dried rose petals and little red berries, but it seems to have gained in weight and density. It retains beautiful acidity balancing the concentration of the vintage, the finish is clean and vibrant. This is one of our favourite renditions of the cuvée in recent years, youthful and drinking beautifully now, this should keep evolving positively for another seven to 10 years. Drink 2025-2035. 2018 Monthélie: On the nose Maison Leroy’s 2018 Monthélie has beautiful notes of violets wrapped up in a mix of red and black berries, especially blackcurrant. Those very pure and delicate floral aromas carry through to the palate, accompanied by tannins that are very subtle, almost with a hint of sucrosity that makes one salivate. This is a very complete wine that outperforms in this warmer vintage: a wonderful expression of this terroir that, for me, displays the elegance of Volnay with a weightless mouth-feel. Drink 2027-2037. 2018 Volnay: Served just after the 2018 Monthélie, Maison Leroy’s 2018 Volnay has a slightly more discreet nose. It’s perfumed and all about finesse yet a bit shy at this stage. On the palate, there is good concentration and precision, but it does not provide the crunch and freshness that you’d expect at this stage. This is surely elegant and refined, but lacks that little twist that will surely come with a few more years in the cellar. Drink 2028-2040. 2018 Savigny-lès-Beaune: As with its white sibling, Maison Leroy’s 2018 Savigny-lès-Beaune could be mistaken for a Corton blind. It has such a concentrated, solar nose with a darker fruit profile. There’s density on the palate too, the wine fleshy and rich, but not heavy. It’s nicely balanced, with delicate tannin structure and a precise finish. It’s as juicy as it is approachable. Drink 2027-2037. 2017 Gevrey-Chambertin: This was one of the highlights of the 2022 Maison Leroy Collection when it was first released. The wine has retained all its depth, complexity and power, but has shut down a little bit. It is packed with dense dark cherries, hints of sweet spice and forest floor. On the palate the wine offers an enjoyable, mouth-coating, generous and balanced structure, yet the wine feels a bit muted compared to where it was three years ago. This is nonetheless offering a very long finish with fresher note lingering. This is surely a grand village Gevrey that will simply need to be forgotten in the cellar for a few years! Drink 2030-2040. 2017 Pommard: Maison Leroy’s 2017 Pommard speaks of its terroir, combining rich, brooding, ripe blackberry, with hints of blackcurrant and a touch of rusticity, lifted by the freshness and precision of the vintage. On the palate, it has a firm but delicate structure with chewy tannins that are both muscular and velvety. Tasted right after a flight of 2018s, this seems much more approachable (as is often the case with 2017s). The refreshing backbone of acidity drives through the core of the wine, lending a beautiful sappiness to the long finish. Drink 2025-2035. 2016 Santenay, Premier Cru, La Comme: Immediately expressive, Maison Leroy’s 2016 Santenay Premier Cru La Comme comes from this underrated terroir, on the southern border of Chassagne-Montrachet. The charming, multifaceted nose oscillates between raspberry and juicy cherry with a hint of liquorice. The wine is mouth-coating; you can feel the substance here, with a lovely texture that remains delicate and refined. This clearly shows the concentration of the vintage and its tiny yields, but it is all wrapped in a very elegant mouth-feel – creating a wine of great balance. It’s in such a lovely spot now that this is hard to spit out! Drink 2025-2035. 2015 Chorey-lès-Beaune: Packed on the nose, Maison Leroy’s 2015 Chorey-lès-Beaune is quite shy at first, but with a bit of swirling you start to notice how dense and saturated this wine is, with aromas of ripe blueberries, blackberries and a hint of spice (cinnamon maybe?). On the palate, it is concentrated with mouth-coating tannins and layers of berry fruit – raspberry, strawberry and blueberry. This has a lot to say and offer, with an impressively persistent finish, but will benefit from a few more years’ cellaring to reveal its full potential. Drink 2028-2040. 2012 Côte de Nuits Villages: Made with fruit from around Nuits-Saint-Georges and Corgoloin, Leroy’s 2012 Côte de Nuits Villages is always a bit backward on the nose and slightly austere. But it’s also elegant and delicate, the floral notes combining with tertiary notes. On the palate, this feels like it is in a slightly awkward phase, very dense with soft, integrated tannins yet somehow disjointed between the rich dark fruit and a tertiary character. I would leave this for a few more years before revisiting. Drink 2030-2040. 2011 Nuits-Saint-Georges: Finely perfumed, Leroy’s 2011 Nuits-Saint-Georges offers a delicate nose of mixed red berries supported by more earthy notes, some pot-pourri and a hint of spice. On the palate, it’s concentrated and charming, but with air opens further and shows its density, still youthful for a 14-year-old village wine. There’s a hint of rusticity towards the finish that makes one salivate. This is far from the austere expectation one may have for this combination of vintage and appellation. It’s not reached its drinking plateau but is perfectly approachable now. Drink 2025-2040. The new Maison Leroy collection will be released soon: you can see all the wines in the 2025 collection here. Please contact your Account Manager to register interest. 

Each year, our Buying + Partner Director Corentin Margier visits Maison Leroy in Auxey-Duresses to sample the new releases. Here, he reports on his tasting with “Lalou”, the legendary matriarch of the Leroy empire  

Ahead of the release of the 2025 Maison Leroy Collection, we visit Lalou Bize-Leroy to taste with the legendary matriarch and winemaker 

Lalou Bize-Leroy: a living legend – Burgundy’s matriarch 

Lalou Bize-Leroy: a living legend 

Transitioning from the world of fine cashmere to viticulture might not seem an obvious move – and yet, for Brunello Cucinelli, wine is another arena to which he can bring new “dignity”.  Cucinelli is a man of humble origins, born in a small Umbrian village in 1953. His family were share-croppers but moved to the city in search of better employment, with his father taking a job at a cement factory. Cucinelli saw his father struggle to make a living, and do so with little respect from those around him – a battle which has defined his work and philosophy.  Despite training as a building surveyor, then studying engineering, Cucinelli ended up working as a showroom model for Ellesse in his early 20s while his girlfriend (and future wife) ran a small boutique. Inspired by this window into the fashion world and the brightly coloured clothes of Benetton, he decided to make a line of similarly vivid cashmere jumpers, launching in 1978, aged 25. Since then, the business has evolved – with muted, neutral tones replacing the lively colours that gave him his break. His clothes are defined by their understatement, the epitome of “quiet luxury”.  Today, the Brunello Cucinelli business is worth €6.3 billion. There is more to Brunello Cucinelli than fine fashion, however, with 20% of the personal profits channelled back into Cucinelli’s charitable foundation. He operates under a philosophy he defines as “humanistic capitalism”, wanting to offer his employees the respect his father didn’t receive and reclaim the value of crafts that might once have been deemed “blue collar”.  A huge part of this is his work in Solomeo, the village that he calls home (and where his wife, Federica, was born). The couple got married there in 1982, making it the company’s headquarters in 1985. Since then, Cucinelli has invested significantly in the tiny, hilltop hamlet, gradually restoring it, and adding his own cultural flourishes – a School of Arts & Crafts, Forum of the Arts, Aurelian Neohumanistic Academy, theatre, amphitheatre, library and more. Over the last 30 years, he has – working with architect Massimo de Vico – transformed the village.  Castello di Solomeo, the winery and vineyard, is the latest addition – but one that has been over a decade in the making. Michele Baiocco – who has been leading the project’s team since 2010 – met Cucinelli playing football. He’d been making wine in Perugia, and the two men met for dinner. Cucinelli asked him if he’d help him “give the agriculture world a new dignity”, and they decided to create a Bordeaux-inspired wine. Together they found the right site for a vineyard in Solomeo, and planted the first vines in 2011.  Cucinelli had always loved Bordeaux, but with Montalcino not too far away, and a wish to make something “typical” for the region, Sangiovese was an obvious addition. Extensive studies were undertaken to create a vineyard with the right soils and exposition. But – take a look at a picture of the vineyard, with its softly curving rows of vines that flow across the property – and it’s clear that this isn’t a standard vineyard.  “The vineyard is like a painting,” says superstar winemaking consultant Riccardo Cotarella, who has been working with the team, especially on the blending process, since the 2018 vintage (the first commercial release). It is “an artist’s way to plant vines”, he explains – one that doesn’t make it any easier to work. Cucinelli’s inspiration, however, was a renaissance garden, and the fact that it forces everything to be done by hand is key to the project, emphasising the craftsmanship of making wine, as well as making a beautiful place for the team to work.   The philosophy in the vineyard is driven by “reason and good sense”, with no chemical pesticides or fertilizer, using grass cover and cover crops. It’s a complex site – with five hectares, spread across four different soil types (more clay rich, more marl, sandier and more calcareous) and divided between four varieties (Cabernet Sauvignon, Cabernet Franc, Merlot and Sangiovese).  Each of the 12 different blocks is vinified separately, something which they feel is key to terroir expression. They only make one wine from the site, and – as Cotarella says – “Working with Brunello [Cucinelli] always means the best quality.” Careful vineyard work is key, and the team has been reducing the production per plant, to focus the vines, encouraging complexity and concentration. Just like Cucinelli’s clothes, this is a wine intended to last.  While Cotarella consults, Pietro Grelloni is the full-time winemaker dedicated to Castello di Solomeo, working alongside Baiocco. Grelloni was born locally and worked with Baiocco, but had travelled the world making wine before returning to Perugia, when Baiocco asked if he’d like to join the Cucinelli project in 2017, just in time for the vintage. It’s clearly a special project to be involved in, but – for Grelloni – it’s the long-term view that sets it apart. “We take care about the year, but we also have to take care of the future,” he says – explaining how it is not just about the vintage that will be harvested this year, but in 100 years’ time. As Cotarella says, “It’s a very special wine, with a very special philosophy.”  Castello di Solomeo is exclusively available from FINE+RARE. The second vintage, 2019, is set to be released this week.

Read anything about Brunello Cucinelli and “dignity” is a word that comes up time and again, woven into the very fabric of the empire he has built. As the fashion icon releases the second vintage of Castello di Solomeo, we explore the philosophy behind the project 

Exploring the cashmere king Brunello Cucinelli’s Umbrian wine project, Castello di Solomeo, and the philosophy that defines it

Made in Solomeo

Made in Solomeo: the stamp of dignity

There are interviews, and there are conversations. And this meeting with Italian cashmere tycoon, Brunello Cucinelli, definitely falls into the category of the latter. Cucinelli has conquered the world with his products, his perception of style and beauty, and has published a book outlining his particular approach to doing business which he defines as “humanistic capitalism”.   This distinction between interview and conversation is a necessary contemplation; understanding the meaning behind the words, selecting them carefully, tasting each of them in a silent meditation. This is, in fact, the first step to allowing you into Cucinelli’s world, where external quality is just as important as inner quality. To him, as to late 18th century German philosopher Kant, beauty is a moral interest.   The word “interview” is composed of two parts: “inter”, which implies reciprocity, and “view”, which refers to sight; each looking at the other, trying to truly see. It is not a given that this is always successful.   A conversation, however, is different. The word derives from the Latin “conversari”, composed of “con” meaning “with” or “together”, and “versari”: to reside, to find oneself. It is a meeting – a graceful way of getting to know each other, or getting to know each other better. It is a way to agree upon certain behaviours and visions in order to truly share a physical place, as well as a state of being. In this conversation, we meet Brunello Cucinelli in Solomeo, Umbria, Italy. He reminisces that, The New York Times once published a map of must-see places in Italy – in which Solomeo was included along with Venice, Florence, Rome and Naples. Cucinelli states this with no small amount of pride.  Despite the lockdown, and an obligation to talk through a screen, encouraged by both the pandemic and by a sense of caution, Solomeo is truly the location of our meeting – and not just because Il Sogno di Solomeo (The Dream of Solomeo) is the title of his book, in which he recounts his life story, the roots of his success, and his vision as an “entrepreneurial custodian”. Solomeo enters through the window, breathing audibly in the background of the words and thoughts which define our conversation. It speaks through Cucinelli’s expressions, bringing to light a kind of organised peace within his sense of time, its horizons are centuries-old, and reside in diligent silence. It speaks of a knowledge acquired through generations passed, to be shared with generations to come.  We are in Umbria, just 15 minutes from Perugia and only one hour from Florence. Only 800 people live in Solomeo – a stunning, almost-abandoned medieval village brought back to life by skilful restoration work led by Cucinelli over the last 25 years. The village of Solomeo was revitalised as an allusion to Rome, the city of Emperor Hadrian’s soul, according to French novelist and essayist Marguerite Yourcenar. Creativity needs a “genius loci”, a safe space. Cucinelli restored a village that was “robust, useful, and beautiful”, as instructed by Vitruvius. Onora tutti gliuomini (“honour all men”) is the inscription displayed in Solomeo’s Piazza delleArti, and is also the motto which inspired Cucinelli’s humanistic capitalism. He believes gift-giving to be one of the kindest forms of the soul, and he loves to give presents of homemade oils and wines; believing that, in every gift, there is also a piece of Solomeo.   Cucinelli’s love of philosophy, and his habit of allowing the great minds of history to dictate his approach to beauty, is also a lesson Cucinelli learned in youth as a farmer, when he used to pull the ox plough and till the fields. In the evenings, his father would encourage him to admire the beauty of those ploughed fields, the neat ridges stretching over the hills.   His sensitivity to the idea of living in harmony with nature was born from this, as was his ability to recognise that there is greater value in that which is carried out with beauty in mind. His more practical attention to the selection of raw materials also stemmed from these roots – his respect for producers and collaborators, and his ability to think in terms of centuries, not years. All this has rendered Brunello Cucinelli one of the world’s most famous luxury brands.   Beauty is also a form of truth. As three Buddhist monks remarked to him, upon visiting him in Solomeo, there are three things which cannot remain hidden: the sun, the moon and truth. In order to live well, beauty requires you to take care of your soul, your mind and your body. This is why, at Cucinelli’s company, at half past five in the evening, the computers are switched off, the working day completed. The body, mind and soul need a life outside work, to be able to look themselves in the eye and overcome the “soul-ache” that creativity can also help to alleviate.  To him, beauty is also a business method; his humanistic capitalism was not cast aside even during the crisis sparked by Covid, during which time Cucinelli did not let a single employee go, or ask for any discounts from producers or suppliers. This is part of an ethical business vision which considers humanity as an end, and never as a means; it is defined by considering the businessman as a “custodian of creation”. Developing this idea of being a custodian, Cucinelli sees that luxe can be interpreted as an orchestrator of sustainable development.   Brunello Cucinelli smiles. He likes the words of 15th century Florentine Republic ruler, Lorenzo the Magnificent – “How beautiful is youth, / though quickly it does flee! / be happy if you want to: / for tomorrow may not come” – which recall an Italian sense of national pride. Although home to only 0.7% of the globe’s population, Italy boasts one of the the world’s top 10 economies; it excels at quality manufacturing and craftsmanship; it offers a welfare state which leaves no one trailing behind. He sees a great country and a golden era, in spite of the crisis. He does so with a pinch of the “Italiote”, as Plato called the people of Syracuse when he reached Sicily from Greece, “a population which feasts twice a day and never goes to bed alone”.  We are also like this, he says, before returning to consider the ideas of creativity and responsibility. “It really is possible to live in harmony with creation. And this makes us custodians, not consumers. I also think of my product as something to be desired, something to be inherited. That is why I chose cashmere. I wanted something that was already precious. I’ve learnt to transform it over time. I’ve made mistakes, had teachers and guardian angels that have helped me and taught me. But the principle was already clear to me, right from the beginning: to create beauty, you need to begin with something beautiful, from an exceptional raw material. And you also need to believe that it will last for centuries, not for years. Before it became fashionable, we had already opened a restyling and reusing department for our garments. Because, for a jumper to be beautiful and precious, it must also stand the test of time.”   “Verum factum”, as stated by 17th century Italian political philosopher Giambattista Vico: nothing is true unless it has been done. The humanistic capitalism in Solomeo is evident: an art of Renaissance-style trading which has taken over the world, yes. But it has done so with honour. It possesses a beauty which is markedly exclusive, moving against the crisis of civilisation. It is something that manages to make itself be considered as rare, something precious, only for you. It requires time, artisanal hard work and precision, fighting against the culture of impatience. In fact, Solomeo’s theatre is crafted from hand-cut stones, with walls built to endure. The company itself is located within a restored factory which opens out onto gardens and spaces where it is impossible not to inhale the surrounding beauty.  Most of the employees and managers within Cucinelli are young: this is because they are hard workers. It is also because beauty and fairness produce brilliance. Cucinelli is the one to engender this genius. “Oh, myesteemed men!” (O miei stimati uomini!) Cucinelli quotes Marcus Aurelius. It is from this statement that he has learnt to recognise value, to respect and admire, and to never rise above dignity. He applies the concept of remote working only when strictly necessary, because creativity dwindles and becomes degraded by a lack of human contact.   The story of humanistic capitalism is so long to recount (and so wonderful to hear) that Cucinelli has summarised it within his book, Il Sogno di Solomeo. These ideas, typically influenced by previous generations, took inspiration from the manual The Book of the Art of Trade by Benedetto Cotrugli – an Italian merchant during the Renaissance era – which speaks about “getting rich honourably”. One can choose whether to be “a seeker of work or a creator of work”: therefore, an entrepreneur is someone who creates development for themselves and for others. On one hand, there is the revaluation of the role of whoever decides to take this risk; on the other, there is the idea that they are doing so by enforcing a strong sense of ethic. A sort of return to business. An important lesson.  Cucinelli notes that, in Cotrugli’s story, this is fulfilled out of duty rather than pleasure. The death of his father in 1438 forced him to abandon his studies and take the reins of the family business. This was during a time when Italy was bestowing the Renaissance upon the world; and Cotrugli, who originated from Ragusa (currently known as Dubrovnik – which, at the time, was considered the fifth Italian Maritime Republic), was catapulted to Naples, in an environment where ethics and morals evidently left a lot to be desired. The family business, and by extension, he as the owner, “bought wool in Barcelona; turned it into cloth and thread in Florence and Prato, to then sell it on again in Constantinople and Venice”. Cotrugli travelled, visiting cities which formed the heart of that golden era. He breathed in the air of Florence, which was, at the time, Europe’s most powerful guild, and produced figures such as Donatello, Masaccio and Brunelleschi.   Among the 15 golden rules for “getting rich honourably” outlined within The Book of the Art of Trade, Cucinelli feels a “deep resonance” not only because of its modernity and its entrepreneurial insight, “but mostly for the system of values it imposes and passes on”, to “get rich honourably” by creating work and development with consistency. And he thinks back to the crisis, echoing the words of Roman statesman Marcus Tullius Cicero, as quoted by Cotrugli: we must not waver in the face of adversity or lose ourselves in our own prosperity. “Let’s talk about what this year has brought us, not what it has taken from us,” he states.   And this is the truest representation of a dedicated and kind businessman, who has spent half his time gazing up at the stars and loves to watch a fire flicker because it makes him “drunk on pleasant thoughts”. Life is blessed. We eat only what we must, so that there is enough for everyone. There was Seneca, there was Epicurus, and now there is the wonderful dream of Brunello Cucinelli and his beloved Solomeo. He spends his years contemplating centuries past and considering those to come. This, in itself, is a rare form of immortality.  In 2011, Cucinelli planted vines in the valley below Solomeo, and the first vintage of the wine made from this special site – 2018 Castello di Solomeo – is available from FINE+RARE. Read more about the project. This article was originally published in FONDATA, Issue One

As Brunello Cucinelli launches his new wine project – Castello di Solomeo – we dig into the philosophy of the designer behind Italy’s cashmere empire. Educator and business guru Germana di Falco sits down with the fashion icon to discuss his philosophy on business and life itself 

Italian cashmere tycoon and fashion designer Brunello Cucinelli on his new wine project Castello di Solomeo and his business philosophy 

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