Controversy abounds when Benetton is around. The brainchild of founder Luciano Benetton, the Italian company has shocked, disturbed, and inspired since 1965.
The “United Colors of Benetton” sold more than clothes, they sold an image of cultural diversity and acceptance with controversial ad campaigns promoting their international flavour.
The ads featured multi-racial models in festive togetherness wearing bright sweaters (the heart of Benneton) and other bright clothes. Kids and adults of all different colours, ethnicities and gender shared the page in universal understanding and joy . . . and they all wore Benetton.
Clothes were bright and bold, and the Benetton name became synonymous with European (and global) sophistication.
Benetton expanded into the perfume market with ‘Colours’ in 1988, and in 1991 they began promoting their notorious ads with a magazine (also called Colours), devoted to their multi-racial, multi-cultural message.
The company continued to expand with housewares, mineral water, condoms, car racing and everything in between.
Related Posts
Swinging London "Swinging London" is a generic term coined by Time magazine in April 1966 and used to describe the fashion, music, cinema…
Smiley Face Manhattan button manufacturer NG Slater brought out his new line of yellow "smiley face" buttons in 1969, but nobody seemed…
Carnaby Street By 1965, London had become the fashion capital of the world as far as young people were concerned. At its…
Peace Sign The ubiquitous icon of the Aquarian age and one of the most widely known symbols in the world. In Britain…
Bisexual Chic During the sexually liberated '70s, when the rule of thumb was "if it feels good do it", gay sexuality seemed…
Mood Rings The idea behind a mood ring was simple: You wore it on your finger and the colour of the stone…
Peggy Moffitt The top American model of the 1960s, Peggy Moffitt was a startling innovator who didn't just wear fashions, she inspired…
Afro The hair-do that simply exploded out of the head - BOOM! Also the hair-do that told everyone you were bigger,…
The “United Colors of Benetton” sold more than clothes, they sold an image of cultural diversity and acceptance with controversial ad campaigns promoting their international flavour.
Clothes were bright and bold, and the Benetton name became synonymous with European (and global) sophistication.
