Italy’s ‘King of Cashmere’ Brunello Cucinelli on Taking Giuseppe Tornatore’s Docufilm About His Life to the Shanghai Film Fest: ‘It Can Connect With the Chinese Mindset’

Article excerpt

Giuseppe Tornatore's docudrama about fashion designer Brunello Cucinelli, Italy's "King of Cashmere", arrives at the Shanghai International Film Festival after premiering in Rome and New York. Cucinelli, whose luxury brand is built on handcrafted cashmere goods and a philosophy emphasizing human dignity in manufacturing, sees the film as a bridge to Chinese audiences. "It can connect with the Chinese mindset," he tells Variety, suggesting his values around craftsmanship and ethical production resonate across cultures. The film marks the next leg of what Cucinelli positions as a global tour promoting both his life story and his brand's ethos.