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The similarities don't stop there. Just as Marcello explains to Emily that the Muratoris built a school, a library, and a theater ("We want everyone here to be happy - if you're not happy at work, you're not happy in life"), so do the Cucinelli family in the real village. The Cucinelli Theater regularly hosts plays, the theater's amphitheatre hosts music festivals, and there's a terraced garden - called the Philosopher's Garden - dedicated to meditation and contemplation of nature. All of this employs the locals - according to the fictional Muratoris. And just as Marcello coos that "the most important way to happiness is through the stomach, which is why everyone sits down to eat the most delicious lunch every day at 1pm", the Cucinellis are renowned for their hospitality and the delicious lunches that the BC group actually shares every day at 1pm.
As a guest at Solomeo for Cucinelli’s 70th birthday celebrations last year, it’s safe to say that the village – right down to the communal dining table – looks exactly like its on-screen counterpart (in fact, Cucinelli’s paccheri pasta, served at all of the village’s events, is almost as famous as the village’s cashmere). Food aside, spending a few hours in Solomeo really is like stepping into another, dreamy dimension. If anything, truth may have been stranger than fiction during my
visit, as we were serenaded by poets, opera singers and Mr Cucinelli himself, who spoke to guests about the importance of preserving craftsmanship and slow fashion. Here, the focus is really on appreciating craftsmanship, while encouraging a new generation to preserve it. This is something that can only really happen if people like Cucinelli – and his fictional counterpart, Marcello – insist on highlighting and championing such skills. Kudos to Emily in Paris for highlighting the difference between slow and fast fashion on a platform as big as Netflix.
A family-owned brand known for its softest, most luxurious cashmere? Tick. A hilltop town whose cultural heritage has been restored and preserved by the brand? Tick. Plates of mozzarella, mortadella, and melt-in-your-mouth pasta pomodoro shared around a large table at lunchtime? Si! Tick! The scenes are straight out of a Brunello Cucinelli playbook: the 12th-century town of Solomeo in Perugia dubbed “the village of cashmere and harmony” has been the headquarters of his brand since 1985.
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