Empowered Expressions

For Jürgen Leuthe, managing director of Luisa Cerano, realness represents an attitude, not a trend. He is convinced that "it is not perfection that creates connection, but humanity." A conversation about closeness and new luxury.

There are few things as moving as art. At Luisa Cerano, you are increasingly committed to promoting female art. Why is this commitment important to you?

Jürgen Leuthe, Managing Director Luisa Cerano: For us, art is not a decorative accessory; it is part of our DNA. Why do we specifically promote female art? Because women are often underestimated in art, but at the same time they have an extraordinary influence. Their perspective is bold, sensitive, powerful, and it is precisely these perspectives that enrich our creative work. Our aim is to create visibility and open up spaces for voices that inspire, for talents that push boundaries, and for expression that shows attitude. In short, we support what moves us and what we ourselves want to embody: strength, freedom, and genuine artistic expression.

How do you feel about the upcoming season?

I am looking forward to the coming season with a sense of confidence, but also with great vigilance. Our industry is undoubtedly undergoing profound change—economically, socially, and culturally. This presents us with daily challenges, but also opens up new opportunities. Right now, we can see just how valuable a brand is that is built on tradition, quality, and a clear aesthetic stance. This foundation gives us direction and strength.

We are seeing an increasing shift away from classic symbols of luxury in women's wear. Do you agree?

Yes, we see this shift very clearly, and it plays into our brand positioning. The market is moving away from status-driven luxury codes toward genuine quality, modern aesthetics, and credible brand positioning. Luisa Cerano is based precisely on these pillars. For our retail partners, this means greater relevance, clearer differentiation, and stable value perception at the point of sale. We are not only benefiting from this development, we are also a reliable driver in this very segment.

www.luisacerano.com, @luisacerano