Arabic version: برونيلو كوتشينيللي يعرض قصة حياته في مهرجان شنغهاي السينمائي

Brunello Cucinelli, renowned as Italy’s ‘King of Cashmere,’ is set to present Giuseppe Tornatore’s docufilm, “Brunello: The Gracious Visionary,” at the Shanghai International Film Festival. This film, which blends interviews and archival footage, explores Cucinelli’s journey from humble beginnings to leading a global luxury brand valued at more than $7.8 billion.

According to Variety, the film will premiere in Shanghai following its successful debut at Rome’s Cinecittà Studios and Lincoln Center in New York. It will be released theatrically in the U.S., Canada, U.K., and Ireland on July 24, 2026, with additional international releases planned.

Cucinelli’s philosophy, termed “humanistic capitalism,” is a central theme in the film, highlighting his dedication to Italian craftsmanship and fair labor practices. He emphasizes the importance of ethical production, ensuring that all clothing is made in Italy, primarily in his hometown of Solomeo, where he has revitalized the local community.

During a recent interview, Cucinelli expressed optimism about the film’s resonance with Chinese audiences, noting the cultural bridge he feels between Italy and China. He reflected on his long-standing business relationships in the region and how his values align with the Chinese mindset, particularly regarding beauty, cultural heritage, and economic growth.

The film aims to inspire younger generations by showcasing the potential for personal and professional freedom, aligning with contemporary consumer values that prioritize sustainability and ethical production. Cucinelli believes that this film not only tells his story but also serves as a marketing tool that aligns with the evolving perceptions of the Brunello Cucinelli brand.