United Colors of Benetton

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Benetton Group S.r.l. (Italian pronunciation: [benetˈton] is a global fashion brand based in Ponzano Veneto, Italy, established in 1965. The Benetton Group has around 5,000 stores around the world. It is a completely possessed auxiliary of Edizione, the holding organization of the Benetton family.

Benetton is known for its games sponsorships and its "United Colors" advertising campaign. In 1982, Benetton recruited Oliviero Toscani as creative director, prompting a move in advertising that promotes awareness of various issues around the world. Toscani photographed the bran's first multiracial advertisement in 1984. [1]

On Diversity

Diversity in United Colors of Benetton's ad

In the mid-1990s and early 1990s, United Colors of Benetton was probably one of the most recognizable fashion brands in the world. Famous as well as infamous, the striking visuals of their advertisements, the political stances and the different cluster of models made them powerful in both fashion and pop culture..

Oliviero Toscani, the Italian photographer who has filled in as Art Director for Benetton's United Colors for a very long time, clarified how most brands have now perceived what he has had since the mid 1980s, and they are at last accepting an assortment of models with great enthusiasm. Toscani has long prioritized themes that are now integral to the branding of many fashion companies—diversity, inclusion and politics.

Toscani joined in 1982 and was given full powers by the company; his use of models of all races and skin tones in his iconic group images became a trademark of the label. Diversity has become so synonymous with the brand that "Benetton ad" has become a common way of referring to a group of ethnically mixed people.[2]

Anti-Black Racism Ad

Anti-Racism ad of United Colors of Benetton (1996)

This simple Benetton ad of 1996 must be one of the most memorable anti-racism ads of all time. [3]

To commemorate the World Anti-Racism Day, Benetton has organized a number of special projects in line with its commitment to tolerance and respect for diversity over the last decade. In conjunction with its campaign on racism – an image of three hearts with the slogan 'black, white and yellow' – culminating in the meeting of the international humanitarian organization SOS Racisme held in Fabrica on March 15 and 16. [4]

In the consistent message of love, which organ is to be chosen but the heart? This echoes the words of none other than Shakespeare: “If you prick us, do we not bleed? On the inside, we are all the same, white, black, yellow Inside, we're all the same, white, black, yellow”

Controversy

Controversial ad from United Colors of Benetton(1982)

In 1982, Toscano created a work which depicts two innocent young girls hugging each other where one of the girl is white skinned and the other is black skinned. The young girl on the left has a seraph's hair and a heavenly cheeks. The other young lady has her hair spiked like the horns of a devil, and she resists to While attempting a "unifying" effect, the ad fails in its racist flaws, separating colours from good and evil. [5]

References