Benetton has been around since 1965, but only came to my attention in the late 80’s with the great ad campaigns they had going on that not only promoted their unique stance on fashion, but also their dominance in breaking cultural and social barriers. It was amazing to me that a fashion company could do both at the same time and do it successfully.
During a time of strife in the world (Cold War, Berlin Wall, the prominence of AIDS), Benetton stood out with their thought provoking campaigns promoting a sense of peace, cultural understanding and raising awareness about social issues. Their fashion style was just as unique as their ad campaigns, leaving those to love them or hate them, but always with great respect for their boldness. I’ll never forget buying my first Benetton sweater and can even recall the bright colors of green and aqua. I proudly wore it for a school picture and it is the only piece of clothing that I can look at childhood pictures and name the brand. That sweater was that important to me and has been embedded in my memory.
Benetton has expanded their brand and continues to grow. They not only have their United Colors of Benetton brand, but also Undercolors of Benetton for all of their underwear, beachwear and sleepwear collections, as well as accessories for women, men and children; Killer Loop their street brand; Playlife their leisure wear label and Sisley which promotes the best trend-setting collections in fashion. While the United Colors of Benetton caters to men, women and children, they also began a girl’s line with the Barbie brand called “Barbie loves Benetton.” What girl doesn't want to be like her favorite doll while being fashionably dressed in Benetton clothing?
Benetton continues to push forward with unique ad campaigns that are unlike others in the industry. Their collections still remain innovative and distinctive. Best of all, being unique still rules.
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