The brand, known for its cashmere and the aesthetic of 'quiet luxury', decided to combine modern Italian fashion with the cultural traditions of Central Asia. The fashion show took place in the courtyard of a historical complex, where European styles coexisted with elements of Uzbek culture. For the show, the space of the madrasa was transformed while preserving its national character. The courtyard was adorned with traditional handmade Uzbek carpets, and the evening's atmosphere was enhanced by live national music and demonstrations of local crafts. Brunello Cucinelli explained the choice of Tashkent by its interest in the cultural heritage of the Great Silk Road. For centuries, it connected the East and the West, facilitating not only trade but also the exchange of traditions, crafts, and artistic ideas. As a result, the historical architecture of Tashkent became a backdrop for modern Italian fashion, and the show itself turned into a kind of dialogue between two cultures — European and Central Asian. The event continued a noticeable trend in recent years: major fashion houses are increasingly abandoning traditional halls and runways in Paris and Milan in favor of historical and unusual locations in various countries around the world.
