Brunello Cucinelli in one of his Italian fatories. Video credit: Alibaba Group

China’s young luxury shoppers are taking a “less is more” approach to dressing, and premium cashmere brand Brunello Cuccinelli is showing them how.

Some of China’s affluent shoppers are leaving flashy brands and clothes covered in logos squarely in the past, according to market research company The NPD Group, in favor of simple and quality pieces.

Niche labels and independent fashion houses are embracing this new ethos. Brunello Cuccinelli embodies this trend with its logo-less woolen and leather goods.

“I always believed in a product without logos. And I’ve always had a love for clothing and for this idea of being young, fresh, chic and contemporary,” said the brand’s eponymous founder in an interview with Alizila.

This year, the brand is partnering with Alibaba Group’s online marketplace Tmall Luxury Pavilion to reach the billion-plus consumers in China on its platform where ostentation is out and self-expression is in.

Alizila’s Managing Director Alison Tudor-Ackroyd spoke to Cucinelli about why he wanted to create a no-logo brand, his views on e-commerce and reaching younger consumers.

Key quotes:

“E-commerce is very important to us, healthy for sales, but also extremely important for product presentation,” said Cucinelli.

“I wanted our products to be exclusive, of top-notch craftsmanship, and brimming with lifestyle,” said Cucinelli.