United Colours Of Benetton
The United Colors of Benetton is one of the major brands falling under the brand portfolio of the Benetton Group.
A global brand, started in 1965, United Colors of Benetton has an international style that combines color, quality and fashion.
The designers travel the world capturing new trends and ideas. Following the research process, the themes and look of the collections are designed: color, fabrics and quality materials characterize their apparel and accessories.
Benetton made a name for itself in the early 1980s with advertising campaigns created by Oliviero Toscani. In the mid-1980s, Mr. Toscani created the first of his multiracial campaigns with the “United Colors of Benetton” slogan–a message that loosely tied into its innovative use of color in knitwear.
There provocative and controversial ads started in September of 1989 with an ad simply titled “Handcuffs”, which showed two male hands, one black and the other white, handcuffed together effectively making a point about racial equality.
Featuring powerful (and sometimes graphically disturbing) images representing racism, death, world strife, and social taboos, the ads
The ‘Handcuffs’ and “Breastfeeding” posters set out to develop a sense of common humanity that transcends skin colour.
Religious intolerance is breeding hate and war, and guess what: our society is not working.
Benetton are attempting to shock the population into having a conversation.