The defining moment of this philosophy took place in March 2020. I’m sure we all remember where we were during that time. As global markets froze and uncertainty swept through the entire world, Cucinelli hosted a call with his entire workforce (around 9,000 people across the brand’s ecosystem). His message wasn’t about cutting costs or thinning out payroll. Instead, he made a firm, explicit commitment: For the next two years, he promised zero layoffs, guaranteed full salaries, and pledged that the company would not ask its suppliers for discounts. That’s enough to make anyone ask, “Where do I sign up?” In an era where tech giants and media houses routinely announce mass layoffs via automated emails, Cucinelli’s decision was a stark reminder that executive leadership is, at its core, a moral choice.
