The new United Colors of Benetton fashion campaign focuses on the iconic value of color and celebrates the upcoming
launch of the Spring-Summer 2013 collection.
The campaign features a team of global citizens: nine trend-setters, nine different shades to convey the identity and excellence of a brand that looks to the future.
The future of United Colors of Benetton is increasingly rooted in color. Re-interpreted, color returns to the forefront in an iconic Spring-Summer 2013 fashion campaign that will tell – through the original stories of a cosmopolitan team of ambassadors – the passion, innovation and openness to the world of United Colors of Benetton, the brand that looks to and anticipates tomorrow’s challenges.
This campaign is an absolute novelty for the Benetton Group brand. Starting this season, and using a team of ambassadors that will change according to subsequent campaigns, it presents an entirely new format based, in the words of Alessandro Benetton, on “the iconic value of color – a founding value for United Colors of Benetton that is once again at the center of our aestheticism and communication – to forcefully assert the identity and excellence of this brand that makes diversity a value and the union of differences, a wealth to be carefully preserved.”
The United Colors of Benetton P/E 2013 fashion campaign was shot in Paris at Studio Pin-Up last November. A three-day shoot in which nine ambassadors of style and lifestyle – characters characterized by their multiculturalism, cosmopolitan spirit and social commitment – “told” their interpretation of color, a chromatic mirror of the talent and character that have put them on the world map.
This season’s campaign features : Hanaa Ben Abdesslem, a Tunisian model who has become an example for many Arab women who have the same dream as she does, thanks to her professionalism and dedication; Kiera Chaplin, actress, model and granddaughter of Charlie Chaplin, who works with a youth foundation and actively supports UNESCO activities; Charlotte Free, Californian model known for her pink hair; Mario Galla, German model with reduced mobility, who successfully walks the catwalks of fashion; Dudley O’Shaughnessy, English actor and model, former national welterweight champion, who has transferred boxing’s values of loyalty and competition to fashion; Matías Perdomo, Uruguayan chef, who has brought an original intercontinental mix to his Milanese restaurant, uniting tradition and innovation; Lea T, Brazilian transsexual model, who goes beyond prejudice; Alek Wek, who is actively engaged in drawing international attention to the humanitarian catastrophe afflicting her country, Sudan; and Elettra Wiedemann, who has been bringing a refined cosmopolitan culture to fashion since the age of 15, as well as a concern for the environment and natural resources.
The new United Colors of Benetton campaign, designed to celebrate and support the launch of the Spring-Summer 2013 collection, features the brand’s iconic knitwear. Mottled knits in a wide range of colors symbolize the new collection, in which simplicity reigns: basics are in!
A limited edition of T-shirts featuring images from the campaign will be on sale worldwide, online on XXX and in major United Colors of Benetton stores. All proceeds will be donated to the activities of the UNHATE Foundation.
The campaign, developed under the artistic direction of Fabrica in collaboration with Macs lotti, will soon be presented in the press, on posters, at points of sale and on the Internet.
This symbolic use of color can be seen in the new dynamic window displays from United Colors of Benetton stores to the Net.
The chromatic experience is indeed the key element of a new website to be launched in the near future, a dynamic platform, an aggregator of user-generated feeds with color hashtags – images, posts, phrases, tweets – from Instagram, Pinterest, Twitter and mobile while creating a web community entirely dedicated to color.
The web project will be combined and integrated with an application, which will also generate content for the site. There will also be room for international publishing. A magazine-style news collection, with a common theme: color.
Likewise, quotations, epigrams, expressions and proverbs dedicated to color will enliven the colorful windows of United Colors of Benetton stores in streets and squares around the world. You’ll find everything from authors’ phrases to the favorite color of anyone wishing to express a thought, idea or motto about their favorite colors, will be highlighted.
Cette publication est également disponible en : Français (French)
