Fashion billionaire Brunello Cucinelli is facing criticism after footage appeared to show him touching an actress’s breast at the premiere of a documentary about his life.
The alleged incident involved Chinese actress Liu Tao and took place during a promotional event in Shanghai on October 22.
Video from the event appears to show Cucinelli holding the inside of Tao’s arm before drawing her closer.
The 73-year-old founder of the luxury fashion house then moved his hand across Tao’s chest as he directed her towards photographers gathered to take pictures of the guests.
The footage spread rapidly across Chinese social media, including Weibo, prompting widespread debate over whether Cucinelli’s conduct was inappropriate.
The controversy follows another incident earlier this year, when Cucinelli, whose fortune is estimated at $3.3 billion (£2.45 billion), was criticised after placing his arm around the waist of Korean actress and brand ambassador Kim You-jung.
The latest allegations emerged at the Shanghai premiere of Brunello: The Gracious Visionary, a biographical documentary about Cucinelli’s career and rise as a fashion designer.
Chinese media reports said Tao, 48, maintained a professional smile throughout the encounter, although her body language appeared to indicate discomfort.
Footage appears to show Brunello Cucinelli holding the inside of Chinese actress Liu Tao’s arm at a Shanghai promotional event for his documentary
Cucinelli is seen placing his hand across Tao’s chest while directing her towards photographers covering the event
Cucinelli poses for photographers during Milan Fashion Week in September
Reports claimed Tao appeared to maintain as much distance from Cucinelli as possible. Her expression was said to have become noticeably tense as soon as she left the photo wall.
Cucinelli also reportedly faced criticism at the same Shanghai event after allegedly grabbing Chinese actress Chen Duling’s arm, placing his arm around her waist and touching her while appearing to adjust the hem of her dress.
As criticism intensified online, users revisited previous encounters involving the fashion executive.
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In September, Cucinelli was accused of placing his arm unnecessarily close to actress You-jung’s waist while the pair walked together at an event bearing his name.
The Italian fashion tycoon has also been criticised over claims that he behaved inappropriately towards Chinese American freestyle skier Eileen Gu.
During Milan Fashion Week in February, footage showed Cucinelli holding Gu’s arm as they posed for photographs.
He then appeared to take her left hand in both of his and raise it into the air, before Gu quickly pulled it away.
Hong Kong outlet Hong Kong 01 condemned Cucinelli’s conduct last month, arguing that it went well beyond accepted social etiquette.
South Korean actress Kim You-jung attended Paris Fashion Week in October
Olympic medallist Eileen Gu is pictured at a Dragon Boat Festival on June 19, 2026
In an editorial, state-run Chinese publication The Paper criticised the billionaire’s behaviour and said it could not be dismissed as a matter of cultural differences.
‘A business tycoon clearly crossed the line with actresses,’ the publication wrote.
‘Cultural differences must not be used as a shield for allegations of sexual harassment. No matter how high one’s social status, it cannot place one above the basic ethical standards every human being is expected to uphold.’
The editorial added: ‘The people who should apologise are certainly not the victims who tried to avoid him by keeping their distance.’
Known as the King of Cashmere, Cucinelli built his luxury empire from the ground up.
After leaving engineering school, he used a $550 (£407) loan in 1978 to launch a line of brightly coloured cashmere sweaters. Today, some of the brand’s garments sell for as much as £4,600.
Brunello Cucinelli has been contacted for comment.
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