Film Review: Brunello: The Gracious Visionary
Brunello Cucinelli, the Italian fashion designer and entrepreneur who built a billion-dollar empire, is the subject of a new documentary-drama hybrid directed by Oscar winner Giuseppe Tornatore. The film, commissioned by Cucinelli himself, traces his life from a poor farming family to becoming the "king of cashmere."
The title "The Gracious Visionary" hints at the film's tone—a vanity project with heavy sentimentality. Reconstructed scenes depict his childhood with sugary nostalgia, showing him as a cheeky lad who preferred playing cards to studying. His attempts to reform a local prostitute are included to highlight his moral compass.
From Humble Beginnings to Luxury Empire
After meeting his future wife, Cucinelli focused on modeling and had the idea to produce cashmere jumpers in vibrant colors for the women's market, previously limited to gray and beige. Today, his brand is synonymous with understated luxury, with jumpers costing up to £2,500.
In interviews, Cucinelli comes across as a charming "good guy billionaire," priding himself on being a good employer inspired by his father's poor factory conditions. He has also invested heavily to save medieval buildings in the town where his business is based.
Over-the-Top Sycophancy
However, the film overdoes the sycophancy and exceptionalism, including archive footage of Cucinelli in his 20s playing Jesus Christ in an Easter Passion play. The result feels less like a cinema release and more like a lavish in-house promo for new staff.
Brunello: The Gracious Visionary is in UK and Irish cinemas from 24 July.
