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In an era dominated by constant acceleration, consumerism and the relentless pursuit of profit maximisation, Brunello Cucinelli represents a radically different vision of capitalism: one built on beauty, dignity and humanism. This perspective is beautifully portrayed in Brunello, Il Visionario Garbato, the documentary directed by Giuseppe Tornatore.
My curiosity and expectations on the film were particularly high, especially considering I had the privilege of visiting Brunello Cucinelli’s headquarters in Solomeo, as well as the company’s Roman division. I remember spaces that felt expansive, luminous and almost bucolic: an extraordinarily sophisticated environment where tradition and remarkable craftsmanship could be felt everywhere.
The gentle vision
The documentary is deeply moving, as it reconnects us with the beauty of childhood innocence, with nature, and with life’s most profound meaning. I experienced the film almost as a poetic composition, or perhaps as a philosophical reflection that nostalgically explores the meaning of existence and touches something deeply human within us.
Cucinelli’s philosophy rejects the modern industrial obsession with productivity. His worldview recalls classical thinkers such as Plato, placing human dignity above economic efficiency. I find it extraordinary how he manages to philosophise by positioning the individual at the very center of his discourse. He is a man of subtle intellect, someone who shows profound respect not only for himself, but also for others. His is a gentle vision — appropriately graceful — one that sees the Earth as a living entity to care for rather than exploit, standing in sharp contrast to the ruthless logic of contemporary capitalism.
Throughout the documentary, beauty emerges not merely as aesthetics, but as a philosophical principle deeply connected to human dignity and humanity’s relationship with the natural world.
Key word: respect
This sense of beauty is reflected in Cucinelli’s offices, spaces defined by harmony and balance, not to mention Solomeo itself, the small village built on a hill. Cucinelli has devoted years of reflection and dedication to restoring the village, transforming it into a tangible and concrete expression of his worldview: the belief that human beings should relate to their work as if it were an art form, a higher purpose, and maintain a respectful relationship with nature, which must be protected rather than exploited.
His philosophy is a continuous search for the deeper meaning of life and for respect toward the human individual within a natural context. It distances itself from an industrial humanism focused exclusively on profit, inviting us instead to rediscover our origins. This movement away from consumerism and back toward nature makes me realise that business and ethics can coexist — and perhaps should never be seen as opposites.
