Bringing the world to life through the power of colour – United Colors of Benetton S/S13 fashion campaign
Known all over the globe for their inspiring seasonal fashion campaigns, United Colors of Benetton always manage to demonstrate how their collections are so much more than just clothing. Spring/Summer 2013 is no exception and could possibly be their most exciting campaign to date.
Cleverly using their very own identity for the basis of their spring statement, Benetton have centred the focus for the new season upon colour. Using nine different personalities as the face of the campaign, Benetton has portrayed a differentiated view of how life should not be taken for granted. Being chosen for the unity of their backgrounds, viewpoints, experiences and culture, the people involved in promoting their own “colours” are a true reflection of Benetton’s ethos. The personalities describe the world being at one through a beautiful palette of colour.
Amongst the ambassadors for the project are the likes of actress Kiera Chaplin and American model Charlotte Free. Each of the personalities involved were able to create a video in which they discuss their interpretation of colour.
Behind all of this, Benetton are using the campaign to celebrate the launch of their S/S’13 knitwear. “Basic is Fashion” is what is gained from the pieces, with simple garments flashing a rainbow of different shades. A collection of limited edition t-shirts featuring the images of the campaign will also be sold both in store and online, with proceeds going to Benetton’s UNHATE foundation.
The new campaign will also encompass a whole new web-base for the brand. Colour will not just brighten up Benetton store windows but also a brand new website which is soon to be launched. By integrating social media platforms with colour hashtags, images and tweets, Benetton aim to colour the lives of everyone and everything through their admirable work.
To find out more about the Color campaign, click here. Twitter users can also follow @benetton and Mr Benetton himself @ale_benetton.
Kellie Griffiths
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