Brunello Cucinelli announced the release of an autobiographical film

On October 29, in New York, Brunello Cucinelli received the WWD John B. Fairchild Honor award. The Italian designer and entrepreneur took the opportunity to announce that an autobiographical film would soon be released, directed by none other than Oscar-winner Giuseppe Tornatore. Cucinelli confirmed at last night’s event that the docufilm will be released in the second half of 2025, with filming having begun last year in Umbria, the designer’s native region. The story will focus on Cucinelli’s life, from his origins to international success, and his global recognition as the "king of cashmere". The announcement concludes a successful year for the entrepreneur, whose company is seeing positive results despite challenges in the high-profile fashion world. While French luxury giants Kering and LVMH report significant revenue losses of -15% and -4.4%, respectively, Cucinelli’s sales continue to rise, closing the third quarter of 2024 with a 9.2% increase.

Giuseppe Tornatore, director of the iconic Nuovo Cinema Paradiso, is a close friend of Cucinelli. The film's scenes were shot around Perugia, including Magione, Solomeo, and Castel Rigone—where the core of the Umbrian entrepreneur's business was born and still operates. The docufilm will follow key moments in Cucinelli’s career, showcasing his passion for Italian craftsmanship and his commitment to a concept he calls «Humanistic Capitalism», which celebrates Italian-made goods. Regarding the WWD John B. Fairchild Honor award, previously awarded to prominent fashion figures like Miuccia Prada, Giorgio Armani, Ralph Lauren, and Karl Lagerfeld, Cucinelli stated: «I like to consider it, above all, a tribute to the dignity of work that, together with my collaborators, we strive to cultivate day by day with our company in Solomeo. For this reason, when I received this wonderful news, my thoughts immediately turned to my family and to all my collaborators, past and present, who, with their creativity, grace, and diligent work, have made this success possible. I believe that ‘beauty’ begins with beautiful human relationships, and in this sense, our handmade items appear to us as ambassadors—not only of the highest quality of raw materials and craftsmanship but also of a certain way of living and working.»