50 years of United Colors of Benetton: discover the new collections inspired by the past and an authentic explosion of color
United Colors of Benetton is 50 years old. Half a century of sweaters and colors, of joy but also of social commitment (do you remember the daring Benetton campaigns that made all of Italy and beyond discuss?). Half a century of made in Italy history that the Treviso brand is relaunching today with an ambitious project.
The images of the press campaign featuring five generations of women
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Starting today, in fact, four different capsule collections arrive in stores, all of which fall under the rightly named project A collection of us, because the story of Benetton is not only that of its founder Luciano and his company, his stores and his products, but it is the story of all of us, who wore those sweaters, and with their images and their initiatives we are scandalized or excited.
The Benetton archive with the creations of the past
The first of the four collections, the most ambitious project, involves the reinterpretation of various garments from previous decades, sweaters that have gone down in history for their quality, or because they are the result of excellent collaborations or important inventions in the world of yarns. Each revisited decade (the graphic and conceptual 60s, the free and inventive 70s, the colorful 80s, and so on up to the 2000s) is interpreted by a different model in the press campaign linked to the collection. Each model belongs to a different generation, each woman talks with the other, from the middle-aged lady to the little girl, exchanging the value and beauty of being a woman, of expressing it with fashion and sharing a common story.
Discover the whole collection inspired by the Benetton archive
The 1960s
The 70s
The 80s
The 90s
The 2000s
Obviously men and children are not excluded, Benetton has also thought of them and you can see the creations designed for men and children also in these images, but here we would like to emphasize the importance that women have for the Treviso brand, also for a female empowerment campaign that has just started and which aims to improve the living conditions of women in the world (but we will let you know about this important initiative later).
2. The collection for sport
The other three capsule collections are organized around different worlds, one is that of ballet, the other that of sport, the other recalls the crucial importance of color for Benetton, with a collection inspired by the Carnival.
3. The collection inspired by ballet
The best way to review history and discover the new, is to look at the images anyway, and that's why we show you so many of them here, in so many different galleries. Because it is worth revisiting the story in color, no longer in black and white.
4. The collection inspired by the Carnival
To find out more: benetton.com
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