Italian designer Brunello Cucinelli, renowned for his luxurious cashmere sweaters, is the subject of a new biographical film. The film delves into his unique approach to business and life, rooted in his rural upbringing and commitment to his community.

From Village Roots to Global Brand

Cucinelli emphasized the importance of his origins during a recent conversation. “I was born and bred in a village myself, so I would really struggle living in a city,” he stated, recalling a childhood in Castel Rigone without electricity or running water. This connection to his roots led him to establish his headquarters in the small village of Solomeo, rather than fashion capitals like Milan or Rome.

Restoring Solomeo

Upon achieving success, Cucinelli dedicated himself to revitalizing Solomeo. He oversaw the repaving of roads, the construction of Teatro Cucinelli – an open-air amphitheater seating nearly 200 – and the establishment of the School of Contemporary High Craftsmanship and Arts. He also led the restoration of local churches and piazzas.

“Humantistic Capitalism” on Film

Cucinelli’s business philosophy, which he terms “humantistic capitalism,” is a central theme of the film. He enforces a strict 5:30 p.m. departure time for all employees, ensuring they share meals together. The film aims to capture his worldview for future generations.

“I wanted, 50 years down the line, when my grandchildren and others look at the movie, for them to say, ‘This is what my grandfather, my great-grandfather thought as he was still alive,’” Cucinelli explained. He believes filming while still alive offers a different perspective than posthumous documentaries.

A Personal Journey Captured

The film includes a poignant scene of Cucinelli participating in a traditional Easter reenactment of the Passion of Jesus Christ. The director spent considerable time searching for archival footage of the event, ultimately finding a recording of Cucinelli himself. “I was really moved,” Cucinelli shared.

Cucinelli largely refrained from watching footage during the year-long editing process, trusting the director’s vision. He acknowledged the extensive work involved in crafting the final product.

Preserving Tradition & Inspiring Youth

Cucinelli is also focused on preserving the tactile experience of reading. He highlighted the importance of physical books, stating, “If you lose the ability to touch paper, you know, you’ve lost a lot in life,” as he nears completion of a universal library in Solomeo.

He hopes the film will resonate with young people, offering insight into his ideals. “Until I was 22 or 23, I didn’t know what to do with my life; everything was going south,” he admitted. He encourages a balance between academic intelligence and intuition, urging viewers to “go back to looking at the sky and the heavens.”