The brand reprises its social voice.

United Colors of Benetton enjoyed iconic status throughout the 90’s on account of its diverse and often politically charged campaigns; as the latter end of the noughties approached however, the spotlight, for many, dimmed. Other brands caught up, the zeitgeist shifted and change occurred.

Fast-forward to 2015 and the Italian label is reclaiming its image, launching ‘A Collection of Us’ in unison with the ‘Benetton Women Empowerment Program’ for AW15.

Reinterpreting its own essence, as per the accompanying press notes, the new offering marries a knit heavy line-up with a focus on social commitment (as per United Colors of old…).

Comprised of four capsule lines – heritage, technique, colour and performance, set to drop this month, in December, February and April respectively – ‘A Collection of Us’ focuses on feminism, equality and the sharing of women’s stories with each other by way of Benetton’s core identities: summed up here in a TBT tinged knitwear collection.

Five women model and personify the campaign, each of a contrasting background and generation, while bright colours lead the aesthetic.

Coupled with this is the ‘Benetton Women Empowerment Program’, a long term initiative supporting projects that prioritise women; the UN’s Sustainable Development Goals get a shoutout in the program’s manifesto, while its roots tap into the original Benetton ethos.


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