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, founded in 1965. The Benetton Group has a network of around 5,000 stores worldwide. It is a wholly-owned subsidiary of Edizione, the holding company of the Benetton family.

Benetton is known for its sports sponsorships and its "United Colors" advertising campaign. In 1982, Benetton hired Oliviero Toscani as creative director, leading to a shift in advertising focus towards raising awareness on various issues around the world. In 1984, Toscani photographed the brand's first multiracial ad. [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 ads, the political postures and the diverse array of models made them influential in both fashion and pop culture.

Oliviero Toscani, the Italian photographer who has worked as Art Director for Benetton's United Colors for 18 years, explained how most brands have now understood what he has had since the early 1980s, and they are finally embracing a variety of models with open arms. 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 embracing each other —one white, one black. There seems to be an imbalance here. The girl on the left has a cherub's hair and an angel's cheeks. The other girl has her hair spiked like the horns of a devil, and she resists a smile. While attempting a "unifying" effect, the ad fails in its racist flaws, separating colours from good and evil. [5]

References