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Benetton: know about the brand

Discover this company that inspires charm and elegance

Of Italian origin, the name of the brand comes from the four members of the Benetton family, founders of the company in 1965. Almost fifty years ago, the Benetton brothers started to make colorful knits in the garage of their house. From a simple homemade production, the business flourished and the Benettons managed to modify the fashion and clothing of the time.

They started selling to famous stores, negotiating ads, giving discounts, that is, promoting their products in all the ways they found and, in a short time, they realized that the small business had become a big investment.

Did they create the commercial message? The united colors of Benetton? and consolidate your name. Since then, this idea has become one of the main icons of the brand. And, some time later, they founded the first of their 7,000 stores, the first step they took on the long road of success that awaited them.

Benetton was born out of a family business and has become one of the most revolutionary empires in the fashion industry. Super colorful, like its products, the company represents the story of the perseverance of a family, which together, built a globally respected brand.

The brand is known for its joy, youthfulness and multicolored appearance. And, much more than a "make colors" company, Benetton brought a new style of buying, dressing and behaving! A unique style, full of life and captivating to everyone around you. The Benettons presented European society with a new lifestyle that worked. People were increasingly surrendering to such an innovative brand.

Benetton is a company that cares too much about its image in the market, frequently engaging in social actions and turning its public into loyal consumers. Shocking from the beginning, it continues to revolutionize with images that address issues such as racism, HIV, homosexuality, war and hunger. Thus, motivating men to a greater attitude in favor of these causes.

Investing in its advertising, the company became a multinational, producing not only clothes, but accessories of all types, colors, sizes and shapes, even producing technological pieces.

Among Benetton products, perfumes stand out, with unique, irreverent and striking fragrances. They cater to all audiences and tastes. There are perfumes for men, women and special lines for teenagers. Benetton perfumes are recommended for all ages and occasions, making the company a worldwide concept and market reference.

As an example, we have Benetton Essence of United Colors of Benetton, suitable for men looking for a special and striking smell in the memory of their partner.

In response to men, Benetton Essence of United Colors of Benetton for women. With it, women will appreciate the true essence of conquest and seduction.

And, it doesn't stop there ... Benetton Hot Perfume has come to warm up and stir your relationships! Enjoy!

If you want to take a chance on new horizons, live amazing adventures, and open your heart to new emotions and sensations, Benetton perfumes are the perfect way to do that. With their unique essences, they renew your look and help you conquer that old passion (or revive yours)! It's worth a try, isn't it ?!

Check out the perfume line and find the one specially developed for you. You deserve to fulfill your dreams. Don't be afraid, dare, use Benetton!

New Benetton campaign addresses tolerance and racial equality

The image of the new Benetton campaign, a manifesto for more tolerance and racial equality

The image of the new Benetton campaign, a manifesto for more tolerance and racial equality Photo: Oliviero Toscani / Benetton Disclosure

Against civil war, urban violence, fierce ethnic conflicts, religious wars, terrorism and racism. That is the message of Benetton in its most autumn 2018 campaign that now reaches the networks and printed vehicles.

In the main image of communication, a group of models of different races, ethnicities and colors poses without any clothes for the lenses of Oliviero Toscani, the photographer who carved iconic images of the brand's history, especially in the 80s and 90s, addressing issues such as AIDS. , hunger, migration, war, the death penalty, racism and homosexuality - some of them, unfortunately, still up to date.

Another image from Benetton's newest autumn campaign

Another image from Benetton's newest autumn campaign Photo: Oliviero Toscani / Benetton Disclosure

A manifest text, in which he preaches his view of the world, was published with the images. 'Naked like Saint Francis, who stripped himself of the demon's clothes and riches, and naked like all the creatures in his Song of Creatures: 'Praise be to you, my Lord, for our sister, the mother Earth' and for these new creatures of the City A future that even Giotto did not know how to (before) see and draw ', he says at the beginning.

After digressions on the diversity of beauties and their riches, the brand's manifesto ends straight. 'Against civil wars, against mafias and urban identity violence, against fierce ethnic conflicts, against wars of guilt and religion, against terrorism and against all resurgent racisms, there is a joyful (con) merger as a value , the Song of Creatures that approaches heaven and subdues the world. '

It is Toscani's second job for the brand since his return in November last year after 17 years away. In addition to the concept image, the campaign features photos of models of a multicultural character with models dressed in pieces from the brand's collection.