05.11.2026 14:20
Italian fashion brand founder Brunello Cucinelli drew backlash on social media over allegations that he inappropriately touched Chinese actress Liu Tao and other actors at an event held in Shanghai.
Brunello Cucinelli, founder of the world-famous Italian fashion brand, has come under criticism over allegations that he inappropriately touched Chinese actress Liu Tao at the premiere of a documentary film.
The incident in question occurred at a promotional event held in Shanghai on October 22. While posing for a photo with 48-year-old actress Liu Tao, who was wearing a sleeveless dress, Cucinelli first grabbed the inside of her arm several times. He then pulled the actress toward him.
The 73-year-old billionaire then placed his hand in the middle of Liu Tao's chest area. As the footage spread on social media, reactions grew that Cucinelli's action was unnecessary and of a nature that made the actress uncomfortable.
Footage of that moment spread rapidly on numerous social media platforms, especially Weibo, known as China's Twitter. Users began debating whether Cucinelli's behavior was appropriate.
According to reports in the Chinese press, while posing for a photo with the billionaire, Liu Tao turned her body to the side as if wanting to increase the distance between them. Although the actress kept smiling throughout the photo shoot, the tense expression on her face as she left the event venue drew attention.
Cucinelli was also criticized for his actions toward Chinese actress Chen Duling at the same event. The Italian businessman was alleged to have held the actress's arm, wrapped his arm around her waist, and touched her under the pretext of adjusting the hem of her dress.
As the backlash grew, similar past behavior by Cucinelli also came back into the spotlight.
The billionaire fashion designer had been criticized in September over allegations that he got too close to South Korean actress and brand ambassador Kim You-jung's waist at a documentary premiere held in Hong Kong.
In February, Cucinelli had also been at the center of a similar controversy during Milan Fashion Week. Footage of the Italian businessman posing for a photo while holding the arm of Chinese-American freestyle skier and Olympic champion Eileen Gu was shared on social media.
In the footage, Cucinelli could later be seen grabbing Gu's left hand with both hands and lifting it into the air, while the gold-medal-winning athlete withdrew her hand shortly afterward.
Hong Kong-based outlet Hong Kong 01 criticized Cucinelli's behavior last month, writing that these actions clearly exceeded the bounds of normal social courtesy.
The Paper, affiliated with Chinese state media, also sharply criticized the billionaire's behavior. The outlet emphasized that the allegations in question could not be excused on the grounds of cultural differences.
An editorial published in The Paper used the words, “A businessperson clearly crossed the line toward actresses.”
The article also said, “Cultural differences should not be used as a shield against allegations of sexual harassment. No matter how high a person's social status is, this cannot elevate them above the basic ethical rules they must follow as a human being.”
The editorial also included the statement, “Those who should apologize are not the victims who try to keep away and create distance from him.”
Known as the “King of Cashmere,” Brunello Cucinelli built his fashion empire from scratch. In the late 1970s, Cucinelli, who dropped out of his engineering studies at the age of 24, launched his first collection of colored cashmere sweaters in 1978 with a $550 debt. Today, some of the brand's sweaters sell for prices reaching up to £4,600.
Brunello Cucinelli was asked for a statement regarding the allegations raised about him.