new Benetton campaign featuring Mario Galla
31 Jan. 2013
Nine Ambassadors And Colours For Benetton's New CampaignNine trend-setters and nine different colours that speak of the identity and excellence of a brand that looks to the future characterise the new fashion campaign of United Colours of Benetton for S/S 2013.
Starting this season and using an ever changing set of ambassadors, the new campaign rolls out a totally new format based – in the words of Chairman Alessandro Benetton who has just unveiled it in Paris – on “the iconic value of colour – a founding value for United Colours of Benetton and once again at the centre of our aesthetics and communications – to give a powerful assertion of the identity and excellence of this brand, which holds diversity as a value, and the unity of differences as a wealth to be treasured.”
The photo shoot for the United Colours of Benetton S/S 2013 fashion campaign was held in Paris at Pin-Up Studios, last November. These personalities were chosen among those who have distinguished themselves for their multicultural, cosmopolitan spirit and social commitment.
This season’s campaign features; Tunisian model Hanaa Ben Abdesslem, who with her professionalism and dedication has become an inspiration to many other Arab women with the same dream; Kiera Chaplin, actress, model and granddaughter of Charlie Chaplin, who in addition to being an active supporter of UNESCO, works with a foundation caring for young people; Charlotte Free, Californian model known for her pink hair; Mario Galla, a differently-abled German model, successfully treads the catwalks; Dudley O’Shaughnessy, British actor and model, and former national welterweight champion, has taken the values of loyalty and competitive spirit from his boxing and transferred them to the world of fashion; Matias Perdomo, Uruguayan chef, has brought an original intercontinental mix to his restaurant in Milan, combining tradition and innovation; Lea T, trans-sexual Brazilian model, is overcoming prejudice; Alek Wek is actively committed to drawing international attention to the humanitarian disaster in her homeland of Sudan; and, Elettra Wiedemann has been bringing her refined, cosmopolitan culture to the world of fashion since the age of 15, alongside an attention to the environment and natural resources.
The campaign, developed under the creative direction of Fabrica in cooperation with Macs Iotti, will roll out shortly in the press, on billboards, in sales outlets and online.
As reported by local press, Alessandro Benetton, when asked about the group's financial results in 2012, answered that India and Korea are giving good results, even if they are not enough to balance the loss of some percentage figures registered in Italy (where the brand earns 50% of its sales) and Spain.
Maria Cristina Pavarini
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