Benetton Group Spa: United Colors Of Benetton campaign

Rebecca Stanfel

Benetton SpA, a family-run apparel company, initiated a worldwide print advertising campaign in 1982 to promote its chic line of colorful youth-oriented clothing.

Benetton Group Spa: United Colors Of Benetton campaign

Rebecca Stanfel

Overview

Benetton SpA, a family-run apparel company, initiated a worldwide print advertising campaign in 1982 to promote its chic line of colorful youth-oriented clothing. Under the direction of award-winning fashion photographer Oliviero Toscani, the "United Colors of Benetton" campaign continued through 1998. Yet after 1991 none of the individual ads in the campaign contained a single example of Benetton's merchandise. Instead, the in-house team at Benetton, headed by the maverick Toscani, released startling, sometimes graphic photographs that were lauded by other advertising agencies, banned by governments, reviled by newspaper columnists...

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