Brunello Cucinelli Takes Over Harrods For The Holidays

Bringing the magic of Solomeo – Cucinelli’s stomping grounds – to London, the king of quiet luxury has installed a six-chapter narrative across Harrods’ 21 windows along Brompton Road and Hans Crescent, each one depicting a moment from the Feelosophy story. The concept celebrates the tactile softness of cashmere and the humanistic values woven through Cucinelli’s world: dignity, grace and balance.
Those values form the visual and thematic foundation for the installation’s mythical protagonist, Philo – a benevolent white griffin drawn from Solomeo’s heraldic emblem. His name comes from the Greek phílos, meaning “one who loves,” positioning him as a symbolic guardian of knowledge, culture and craft. Across the windows, the story follows Philo on a journey from Italy to the wider world, and finally, the Big Smoke, scene by whimsical scene.

But, what would Christmas be without a decadent tree? Cucinelli has installed a six-metre-tall Christmas tree in Hans Crescent, built around a vertical spool of cashmere thread – a direct symbol of the house’s heritage and craftsmanship. It’s wrapped with lights and crowned with Solomeo’s heraldic griffin, resting atop a bed of cloud-like white formations echoing wool fibre.

What’s more, an exclusive Brunello Cucinelli capsule accompanies the installation – available only in the Harrods boutique for the duration of the festive season. For men, the edit includes cashmere and shearling outerwear, sweaters and cardigans in limited-edition winter tones designed specifically for Harrods. For women, the offer centres on Opera handmade knitwear in exclusive colours, couture-crafted dresses and coordinated sets, plus eveningwear featuring three-dimensional croc embroidery, created specially for the takeover.

The Harrods transformation arrives in line with Cucinelli’s recognition at tonight’s Fashion Awards, taking place at Royal Albert Hall, where the Umbrian designer will be honoured with the Outstanding Achievement Award. The accolade recognises his “exceptional contribution to the world of fashion” and acknowledges the ways in which “his innovations in cashmere, combined with the ethical vision of Humanistic Capitalism and Human Sustainability, have set a benchmark for the fashion industry and for business at large”.