Autumn 2023 Brand Campaign: Road Less Travelled

de Le Cuona’s new advertising campaign explores the ethos at the very heart of the brand.

A sense of adventure and a determination to innovate and always challenge the status quo has been the guiding light for founder and CEO Bernie de Le Cuona from the very beginning.

Road Less Travelled is a phrase inspired by the 1915 narrative poem The Road Not Taken by Robert Frost. Its central theme is that of divergent paths, both literally and figuratively.

“…Two roads diverged in a wood, and I – I took the one less travelled by, And that has made all the difference.”

Although the underlying message in the poem is not quite as simple as it seems this often-quoted phrase sums up everything de Le Cuona stands for. Since the company was founded over 30 years ago de Le Cuona has pioneered innovations in natural fabrics for interiors. de Le Cuona was one the first to introduce stonewashed linen to the industry and has since led many innovations in the production and finishing of natural fabrics, and how they are brought to market. The brand was also the first to introduce GOTS (Global Organic Textiles) certified 100% linen collections to the interiors industry.

The constant search for new techniques and ideas leads de Le Cuona to seek inspiration from around the world. That sense of wanderlust that first took Bernie from her roots in South Africa to India and Europe still drives the business today and is the foundation of what makes de Le Cuona products so special.

The Road Less Travelled Campaign is a visual allegory for de Le Cuona’s values: the natural world, a sense of adventure, and passion that leads the brand to forge its own path.

“Whilst many have described de Le Cuona as a luxury brand I have never felt this really represented who we are or what we do. Luxury is a word that has become meaningless, a cliché that’s overused and misused. Instead, authenticity, quality, creativity, and responsibility are what define us.”

Bernie de Le Cuona