This campaign breaks new ground for the Benetton Group brand. Starting this season and using an ever changing set of ambassadors, it rolls out a totally new format based – in the words of Chairman Alessandro Benetton – on “the iconic value of color – a founding value for United Colors of Benetton and once again at the centre of our aesthetics and communications – to give a powerful assertion of the identity and excellence of this brand, which holds diversity as a value, and the unity of differences as a wealth to be treasured.”
The photo shoot for the United Colors of Benetton S/S 2013 fashion campaign was held in Paris at Pin-Up Studios, last November. At this three-day shoot, nine major ambassadors for style and life – personalities who have distinguished themselves for their multiculturality, cosmopolitan spirit and social commitment – “talked” to the camera about their interpretation of color, the chromatic mirror of the talent and personality that have placed them in the limelight around the world.
This season’s campaign features: Hanaa Ben Abdesslem, tunisian model, with her professionalism and dedication has become an example to many other Arab women with the same dream; Kiera Chaplin, actress, model and granddaughter of Charlie Chaplin, in addition to being an active supporter of UNESCO, works with a foundation caring for young people; Charlotte Free, Californian model known for her pink hair; Mario Galla, differently-able German model, successfully treads the catwalks; Dudley O’Shaughnessy, British actor and model, and former national welterweight champion, has taken the values of loyalty and competitive spirit from his boxing and transferred them to the world of fashion; Matias Perdomo, Uruguayan chef, has brought an original intercontinental mix to his restaurant in Milan, combining tradition and innovation; Lea T, trans-sexual Brazilian model, is overcoming prejudice; Alek Wek is actively committed to drawing international attention to the humanitarian disaster in her homeland of Sudan; and, Elettra Wiedemann has been bringing her refined, cosmopolitan culture to the world of fashion since the age of 15, alongside an attention to the environment and natural resources.
The new United Colors of Benetton campaign, created to celebrate and support the launch of the Spring/Summer 2013 collection, purposedly features the brand's iconic knitwear. Melange tricot in a wide palette of colors symbolizes the new collection, in which simplicity reigns supreme: basic is Fashion.
Apparel/Garments | On 18th Jan 2017
The Government of India is looking at allowing 100 per cent foreign...
Apparel/Garments | On 18th Jan 2017
The world’s biggest retailer and also the biggest US private sector...
‘Indian footwear market is nascent and largely a trend follower’
Max Fashion India
‘Traditional high-street retailers are now willing to offer franchisees to ...
Mukesh Agarwal & Rajesh Agarwal
Madhuram Fincap Pvt Ltd
Increasing prices and lack of demand main issues facing industry
The Indian market has huge potential in technical textiles, and by far,...
Biovation II LLC
Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...
Schlegel und Partner
Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...
Silvia Venturini Fendi
"Yes, my confidence and positive attitude are my strengths and should be...
Golfwear and menswear brand Devereux is set for greener pastures. Robert...
Yash P. Kotak
Bombay Hemp Company
One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...
Company | On 18th Jan 2017