Benetton goes cosmopolitan for new campaign

By

Sophie Chaudey

Published
Jan 24, 2013

For Spring-Summer 2013, Benetton is putting the spotlight on colour. In order to promote its line of brightly-coloured basics, the artistic director of Fabrica (Benetton’s communication and research centre) has collaborated with Macs Iotti to put together a team of ambassadors from different countries across the world. With hopes that the strategy will prove to be durable, the team of ambassadors will change each season.

The first round of Benetton ambassadors has been announced: Hanaa Ben Abdesslem, a Tunisian model, Kiera Chaplin, actress and granddaughter of Charlie Chaplin, Charlotte Free, a top Californian model, Mario Gallo, a handicapped German model, Dudley O’Shaugnessy, a British actor, model and ex-boxing champ, Matías Perdomo, a chef from Uraguay, Lea T, a transgender Brazilian model, Alek Wek a Sudanese model and Elettra Wiedemann, an environmentally conscious model and granddaughter of Ingrid Bergman.

A series of limited edition T-shirts featuring various images from the campaign will be sold in the brand’s bigger stores as well as online. The proceeds from t-shirt sales will go to the Benetton foundation, Unhate, confirmed the company in a press release.