Fashion billionaire Brunello Cucinelli is facing criticism over allegations that he touched actress Liu Tao’s breast during a documentary premiere.
The alleged incident involving the Chinese actress took place at a promotional event in Shanghai on October 22.
Video appears to show Cucinelli holding the inside of Tao’s arm before drawing her towards him.
The 73-year-old founder of the luxury fashion house then appears to press his hand across her chest while directing her towards photographers gathered to record the event.
The footage spread rapidly across Chinese social media, including Weibo, often likened to China’s version of Twitter, prompting debate over whether the interaction was inappropriate.
The controversy comes only months after Cucinelli, whose fortune is estimated at $3.3 billion (£2.45 billion), was criticised for placing his arm around the waist of Korean actress and brand ambassador Kim You-jung.
The latest alleged incident occurred during the premiere of Brunello: The Gracious Visionary, a biographical documentary about Cucinelli’s life and career as a fashion designer.
Chinese media reported that Tao, 48, maintained a professional smile, although her body language appeared to indicate discomfort.
Brunello Cucinelli is captured pressing his hand across and into Ms Tao’s chest while directing her to photographers poised to capture attendees of the event
Footage shows Mr Cucinelli holding the inside of Chinese actress Liu Tao’s arm in Shanghai at the promotional of the tycoon’s documentary
Mr Cucinelli is pictured posing for photos at Milan Fashion Week in September
Reports said Tao appeared to try to maintain some space between herself and Cucinelli. Her expression was also said to have become visibly tense as soon as she left the photo wall.
At the same Shanghai event, Cucinelli reportedly faced further criticism after allegedly grabbing Chinese actress Chen Duling’s arm, putting his arm around her waist and touching her while appearing to adjust the hem of her dress.
As the online backlash intensified, previous incidents involving the fashion tycoon were revisited.
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In September, Cucinelli was accused of placing his arm unusually close to actress You-jung’s waist as they walked together at an event hosted by the designer.
The Italian fashion entrepreneur has also faced criticism over claims that he behaved inappropriately towards Chinese American freestyle skier Eileen Gu.
While attending Milan Fashion Week in February, Cucinelli was filmed 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, saying it went well beyond the boundaries of ordinary social etiquette.
South Korean Actress Kim You-jung attended Paris Fashion Week in October
Olympic medalist 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 should not be dismissed as a matter of cultural difference.
‘A business tycoon clearly crossed the line with actresses,’ it 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 one must uphold as a human being.’
The editorial added: ‘The ones 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 fashion empire from the ground up.
After leaving engineering school, he used a $550 (£407) loan in 1978 to launch his first collection of brightly coloured cashmere sweaters. His designs now sell for as much as £4,600.
Brunello Cucinelli has been contacted for comment.
