Brunello Cucinelli Celebrated its Latest Collection With Net-a-Porter and Mr Porter in the Snowy Mountains of Aspen

Celebrating their latest collection in a two-day excursion to Aspen, Brunello Cucinelli all but moved mountains. Hosted in collaboration with Net-a-Porter and Mr Porter, the trip welcomed a group to the ski town for an itinerary filled with activities equal parts outdoorsy and luxury—which is precisely what the Montagna Collection was designed for.

Putting the just-launched technical collection to the test were the likes of actor Laura Harrier, actor Morgan Spector, model Emily DiDonato, model Meadow Walker, NFL player Tyrod Taylor, Alison Loehnis (Net-a-Porter and Mr Porter president), Carolina Cucinelli (Brunello Cucinelli’s co-president and co-creative director) and Alessio Piastrelli (Brunello Cucinelli’s men’s creative director). Everyone strapped in (to snowshoes) and buckled up (in an outdoor snowcat) for a wintery whirlwind trip.

On night one, groups of guests were shuttled up Aspen Highlands Mountain to Cloud Nine Bistro via a 30-minute ride open-air snowcat trip—fortuitously hosted on a night with a near full-ish moon, the mountainous vista was on full display. Usually accessible only during the day and by ski, the bistro made an exception for the occasion. Those familiar with the space—where Champagne is rambunctiously sprayed by the bottle at day parties—didn’t recognize the refined atmosphere. Brunello Cucinelli fragrance diffusers were clustered throughout the restaurant, meadowy floral arrangements decked the tables, and a dinner of mushroom broth soup and lamb filets was enjoyed before all made their way down the mountain.

The next morning, the group reassembled for a snowshoeing experience swaddled in the Montagna Collection. Photos taken from the scene were downright campaign worthy—Harrier wore a Jacquard turtleneck sweater in virgin wool and cashmere and a taffeta down coat with a set of Brunello Cucinelli x Oliver People’s ski goggles while Spector wore a camel-colored parka and nylon pant set.

“We designed a collection that transferred the Brunello Cucinelli DNA into more technical winter clothes,” explained Carolina. “Through the color palette of light colors but also with comfort, which is so important to us.”

The trip proved to offer many firsts: For Carolina, it was her inaugural trip to Aspen. (Though the luxury brand, which has been designing sumptuously understated fashion before it became a TikTok “aesthetic” for decades, has had a retail outpost in the Colorado town since 2012.) It was also the first women’s Montagna Collection after a couple of seasons of men; and, the collection, pieces of which wholesale exclusively via Net-a-Porter and Mr Porter, marks Brunello Cucinelli’s 10-year anniversary with the retailer—Carolina continued to lovingly refer to them as the “guardians” of the brand.

For a handful of others, it was a first time snowshoeing—as the stylish group walked in a single file line on a trail along Aspen’s Hunter Creek Valley, the scene almost resembled a Cucinelli catwalk, but with wider footwear. The trek culminated in an al fresco meal of fondue and s’mores, which the Italians got a kick out of—again, a few more first times.

“It’s not a hardship to be here, but I know many of you were on the road for a long time,” said Loehnis, who had flown in from London for the 2-day experience, remarked to her guests at lunch.

It wasn’t long before the group reassembled at Aspen hotspot Casa Tua for a cocktail dînatoire that welcomed locals and anyone else in town to join in on the fun. Guests turned up swaddled in their best Cucinelli cashmere, excited to meet the designer from the family-run fashion label. Before the party hit its peak, Carolina took a chance to greet her guests, expressing how excited she was to meet everyone in Aspen and welcoming them all back to Italy, to see where the magic happens–the Italian brand is headquartered in a hilltop 14th-century castle in Solomeo, Umbria.

“Our company creates clothes, of course, but we hope to do so much more—and if you have the chance one day to come, you’ll see and touch this more closely, because what we’re really trying to create is culture.” The room needed little convincing to take her up on her offer; next trip, Umbria?