Brunello Cucinelli Biopic Opens in North American Theaters on July 24
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A new feature film about Italian fashion entrepreneur Brunello Cucinelli is opening in North American theaters on July 24, tracing how he developed a global luxury brand grounded in his philosophy of humanistic capitalism.
Titled Brunello: The Gracious Visionary, the movie is directed by Cinema Paradiso filmmaker Giuseppe Tornatore and recounts how Cucinelli, who grew up in a working-class family, built his namesake fashion house while revitalizing the Umbrian hill town of Solomeo, where the company is based.
Central to the narrative is Cucinelli’s long-held goal, formed after watching his father endure humiliating conditions in a factory job, to “live and work for human dignity.” The film explores the evolution of this idea into a business ethos that prioritizes respectful working environments, community investment and cultural life in Solomeo.
The production also highlights the personal spaces and rituals that shaped Cucinelli’s worldview, including a local bar he describes as his “university of the soul” and frequent games of the traditional Italian card game scopa, which serve as recurring motifs in the story.