Benetton It is a well-known brand of Italian clothing with a fascinating history dating back to the mid-twentieth century. Its foundations were laid in 1955 when Luciano Benetton, who was only 20 years old, decided to bet on creating sweaters that stood out for their use of bright colors. In the 50s, this type of garment was not common, and Luciano saw a great opportunity in the demand for something more vibrant and daring.
Convinced that colour should be the protagonist in fashion, he bought a knitting machine to create his first collection and marketed it with great success in his town. This moment marked the birth of the brand that, years later, would become one of the most influential in the world of fashion.
The beginnings of a chromatic revolution
Since its creation, Benetton's vision was focused on breaking away from the monotony of fashion at the time. In the post-war decade, European fashion was marked by dull and sober colours. However, Luciano Benetton firmly believed that people needed colour in their lives. This revolutionary approach was key in differentiating the brand from its earliest steps. The first store was opened in 1965 in Belluno, Italy, and due to immediate success, the following year the first store was opened outside the country, in Paris, a city with an indisputable history in the world of fashion.
Benetton's international expansion
Benetton was quick to expand internationally, taking advantage of the emerging globalization of fashion. By the late 60s and early 70s, the brand had already managed to open stores in key cities such as New York and Tokyo. Thanks to its offer of high-quality garments at affordable prices, and its more than 36 color variations in wool sweaters, Benetton established itself as a global brand. It was successful not only because of its designs, but because it offered young people the possibility of expressing themselves through colors that until then were not part of the usual collections.
As the brand grew, so did its product range. Although initially focused on youth fashion, over time they began to diversify their catalogue. Today, Benetton offers clothing not only for women, but also for men, children, and has lines of underwear, perfumes, accessories, personal care products, household and kitchen items, among others. This diversification allowed the brand to be more accessible to different audiences, thus increasing its global presence.
Benetton's controversial campaigns: United Colors of Benetton
In the 80s and 90s, Benetton achieved worldwide recognition not only for its clothing, but also for its daring advertising campaigns. It was Oliviero Toscani, a controversial photographer, who was behind the brand's campaigns during those years, presenting striking images that sought to go beyond the simple promotion of clothing. Toscani opted for the diversity and provocation, reflecting in his photos themes such as racism, AIDS and religious issues, using the Benetton logo as a signature and letting the images speak for themselves.
Some of the most iconic and striking images were that of an unwashed newborn baby, a black woman breastfeeding a white baby, or the famous “United Colors of Benetton”, where people of different ethnicities posed together, symbolising equality and globalisation. Although these campaigns raised the brand’s profile, they also created widespread controversy, leading to questions on several occasions as to whether Benetton was using sensitive topics solely to market its clothes. However, both Toscani and Luciano Benetton argued that the campaigns reflected the brand’s values, arguing that the clothes could speak for themselves in stores, while the adverts dealt with deeper issues.
Benetton in sport and Formula 1
Over the years, Benetton has also ventured into other areas outside the world of fashion. Its relationship with sport began in the 80s when the group sponsored several Formula 1 teams. Between 1986 and 2001, Benetton participated in Formula 1 with its own team, Benetton Formula, which brought legendary driver Michael Schumacher two world titles. This success established Benetton not only in the fashion world, but also in the world of sport.
In addition to Formula 1, Benetton has ventured into other sports. Treviso Basketball, a basketball team, was owned by the Benetton family for three decades, winning five Italian league championships and two Euroleague finals. They also excelled in rugby with the team Benetton Rugby Treviso, who joined the PRO12 league in 2010, competing against teams from across Europe.
The rebirth of Benetton: Adapting to the new times
Beginning in 2000, Benetton faced a decline in sales. In an attempt to revitalize the brand, Luciano Benetton decided to come out of retirement in 2017 and take the reins of the company again. The decision was made to go back to the roots, betting on the brand's original values: diversity and the use of color as a form of personal expression. Likewise, New collaborations were established with artists and designers such as Jean-Charles de Castelbajac, whose pop style fit perfectly with Benetton's identity.
Benetton's main objective in this new phase is to maintain the quality of its products and differentiate itself from the competition through the use of natural raw materials certified by associations such as Woolmark. In addition, The company has made a commitment to environmental issues, seeking to make their garments increasingly sustainable and environmentally friendly.
The relaunch of Benetton has been met with a mix of enthusiasm and nostalgia by the public, who see in the brand not only a fashion symbol, but also a cultural reference that has managed to remain relevant over the decades, despite the challenges.
Benetton continues to set trends through its distinctive color scheme, its commitment to equality and diversity, and its ability to reinvent itself while staying true to its founding principles. The brand has proven to be an iconic reference point in the world of fashion, and its legacy continues strong today.