FASHION Magazine
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United Colors of Benetton Spring 2013 Ad Campaign: Lea T., Charlotte Free and Alek Wek bring the brand back to its multiculti roots
See the United Colors of Benetton Spring 2013 Ad Campaign »
United Colors of Benetton released its Spring 2013 fashion campaign today, and this season it’s the unique group of models that has caught everyone’s attention. In the past, Benetton has been known for launching controversial ad campaigns that focus on international social issues such as race, politics, and sexuality. Throughout the 90’s, these campaigns raised social, cultural and ethical questions with their shocking and sometimes tragic images that had little to do with the clothes. However, this time the retailer has chosen to celebrate a group of nine international personalities who are recognized for their strength, passion, and diversity; continuing Benetton’s commitment to multiculturalism while still showcasing the brand’s spring clothing.
The nine talents include South Sudanese model and former refugee Alek Wek, British boxing-champion-turned-model Dudley O’Shaughnessy, top Middle Eastern model Hanaa Ben Abdesslem, and iconic Brazilian gender-reassigned model Lea T. Each with their own inspirational story, they all represent Benetton’s commitment to promoting tolerance and multiculturalism. The campaign, which features print ads as well as a series of videos, sees each model sharing their unique personality and discussing their interpretation of colour.
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Milan Fashion Week Spring 2013: The rundown on Prada, MaxMara, Emporio Armani and more
FASHION contributor Zeina Esmail discusses five collections of day two at Milan Fashion Week Spring 2013: Prada I woke up yesterday realizing it was Thursday, which meant going to see the Prada show in the flesh. The experience of seeing such an influential fashion collection in person, whether good or bad, is like nothing else. […]
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United Colors of Benetton saves its unholy a** with what else, a donation to the Church!
Not all love is created equal in the eyes of the Vatican, and after an ongoing legal battle with United Colors of Benetton, a settlement has been reached over the retailer’s “Unhate” campaign. The a-maze-ing ad captured a more than friendly moment between Pope Benedict XVI and Imam Ahmed Mohamed el-Tayeb, and was pulled late […]
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They said/We said: Benetton continues their advertising shock tactics but will it get people to buy their clothes?
United Colors of Benetton, the Italian retailer known more for its controversial ads throughout the ‘80s and ’90s than its multicoloured knits, is trying to get back on the radar by doing what they know best—shock advertising.
Their newest ads, part of their new Unhate campaign, features famous political figures making out, including Barack Obama kissing Chinese leader Hu Jinato and the Pope locking lips with Egyptian imam Mohamed Ahmed el-Tayeb. It’s rumoured that Oliviero Toscani, the brainchild behind their past controversial campaigns—some of which include a photo of a baby with its umbilical cord still attached (incidentally the most complained about ad in history) and a priest kissing a nun—is behind the new ads.
It’s being reported that the ads are part of a three-fold plan to relaunch the Benetton brand, in hopes that the retailer will become relevant again. Sure, the ads are creating buzz, but will they work to boost Benetton’s sales in a market that includes fast-fashion giants H&M and Zara? The odds are against them if their clothes continue to be lackluster.