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Billionaire fashion designer and founder of the Brunello Cucinelli label has found himself at the centre of a controversy following accusations that he touched an actress inappropriately during the Shanghai premiere of a documentary about his life. The alleged incident took place on October 22, while he was posing for photographs with Chinese star Liu Tao, the Daily Mail reports.

Footage circulating online shows the 73-year-old designer standing beside the 48-year-old actress, who was wearing a sleeveless dress. Cucinelli is seen repeatedly touching the inside of her arm before pulling her closer and placing his hand on the centre of her chest. His actions sparked widespread criticism, with users describing the contact as inappropriate and potentially uncomfortable for the actress.

The video quickly spread across Chinese social media, including Weibo, a platform often compared to Twitter. Users have been debating whether Cucinelli crossed the line. According to Chinese media reports, Liu Tao appeared to turn away from the designer, seemingly trying to create more distance between them. Although she continued smiling during the photo call, she looked tense as she left the event.

The billionaire also faced criticism over another encounter at the same event. He was accused of grabbing Chinese actress Chen Duling by the hand, putting an arm around her waist and then touching her under the pretext of adjusting the hem of her dress.

The latest backlash has prompted users to revisit other incidents involving the fashion house founder. In September, he was criticised after allegedly placing his hand too close to the waist of South Korean actress and brand ambassador Kim Yoo-jung during the premiere of a documentary drama in Hong Kong.

Cucinelli has also faced accusations of inappropriate behaviour towards Chinese-American freestyle skier Eileen Gu. During Milan Fashion Week in February, the designer held the Olympic champion’s hand while posing for photographers. In the footage, he takes her left hand in both of his and raises it, before Gu quickly pulls away.

Last month, Hong Kong newspaper Hong Kong 01 condemned Cucinelli’s behaviour, saying it clearly went beyond the boundaries of ordinary social etiquette.

China’s state-run news outlet The Paper also issued a strong rebuke. In an editorial, it argued that business relationships and cultural differences could not be used to excuse allegations of sexual harassment.

“An influential businessman has clearly crossed the line in his interactions with actresses,” the publication wrote.

“Cultural differences cannot be used as a shield against allegations of sexual harassment. No matter how high a person’s social standing, it does not exempt them from observing basic standards of conduct,” it added.

The outlet also stressed that it was not the women who had tried to keep their distance from the billionaire who should apologise, but the person whose behaviour had caused the outrage.

Known as the “King of Cashmere”, Brunello Cucinelli built his fashion empire from scratch. In the late 1970s, at the age of 24, he dropped out of engineering school and took out a $550 loan to launch his first collection of brightly coloured cashmere sweaters in 1978. Today, some pieces from the label sell for as much as $6,000.

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