eng application/pdf The primary idea behind this diploma project started with an exploration of design ideas that center on human well-being, and I was influenced by Hygge and Wabi Sabi, and soft minimalism which value simplicity and harmony and slow down in the fast pace of modern life. And slowness in the design process and craftsmanship. To aim for well-being is the first step on the ladder but whose well-being are we actually talking about? In an attempt to respond to this question, I crossed paths with Brunello Cucinelli's Humanistic Capitalism. This holistic approach of Humanistic Capitalism to wellbeing takes into account everyone involved - consumers, employees, suppliers, communities, as well as the environment. While the objective is not far fetched, yet it needs to rethink what luxury is and how it can restore harmony with the earth without sacrificing pleasure, aesthetics, or the pursuit of well-being, all while upholding ethical principles (Rinaldi & Testa, 2017). The following thesis paper focuses on the case study of Brunello Cucinelli's brand and philosophy of Humanistic Capitalism. For the brand, this approach integrates community, integrity, work-life balance, cultural enrichment, and profitability into its business strategies. The paper considers a new paradigm for responsible companies within the luxury fashion industry. Brunello Cucinelli's Humanistic Capitalism addresses several critical considerations: it reduces its environmental impact and contributes to the economic development of the region (the village of Solomeo). It honors and repays the cultural influences that shape its aesthetic codes while ensuring respect for workers' rights. It respects consumers and prioritizes their needs and expectations. The primary idea behind this diploma project started with an exploration of design ideas that center on human well-being, and I was influenced by Hygge and Wabi Sabi, and soft minimalism which value simplicity and harmony and slow down in the fast pace of modern life. And slowness in the design process and craftsmanship. To aim for well-being is the first step on the ladder but whose well-being are we actually talking about? In an attempt to respond to this question, I crossed paths with Brunello Cucinelli's Humanistic Capitalism. This holistic approach of Humanistic Capitalism to wellbeing takes into account everyone involved - consumers, employees, suppliers, communities, as well as the environment. While the objective is not far fetched, yet it needs to rethink what luxury is and how it can restore harmony with the earth without sacrificing pleasure, aesthetics, or the pursuit of well-being, all while upholding ethical principles (Rinaldi & Testa, 2017). The following thesis paper focuses on the case study of Brunello Cucinelli's brand and philosophy of Humanistic Capitalism. For the brand, this approach integrates community, integrity, work-life balance, cultural enrichment, and profitability into its business strategies. The paper considers a new paradigm for responsible companies within the luxury fashion industry. Brunello Cucinelli's Humanistic Capitalism addresses several critical considerations: it reduces its environmental impact and contributes to the economic development of the region (the village of Solomeo). It honors and repays the cultural influences that shape its aesthetic codes while ensuring respect for workers' rights. It respects consumers and prioritizes their needs and expectations. BRUNELLO CUCINELLI, Luxury Fashion Monica Titton http://rightsstatements.org/vocab/InC/1.0/ Text Diploma Sahar Adhami Testo Diploma Text Diplomarbeit GENTLE LUXURY & HUMANISTIC CAPITALISM: A CASE STUDY OF BRUNELLO CUCINELLI https://phaidra.bibliothek.uni-ak.ac.at/o:74429