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Benetton is Back

The iconic Italian brand Benetton is back, big, bright and bolder than ever!

Teaming up with Oliviero Toscani, the photographer responsible for such ground breaking and controversial advertising campaigns in the 80’s and 90’s, which made history at the time. He brought issues such as racism and homosexuality into the mainstream media through bold, daring and sometimes provocative images. Always at the heart was the product. Bright, colourful and full of life, capturing the Italian essence of La Dolce Vita and taking it to a global audience. As other high street retailers and brands took note and as fast fashion and cheaper products flooded the market, Benetton lost some of its impact and appeal.

While Luciano Benetton no longer has any operative role within the family owned company, it is understood he has played a significant part in the revamp and reboot of all areas of the business, from store design and refurbishments, product offer and marketing to re-establish the power of the United Colours Of Benetton brand for today’s discerning, savvy consumers.

SCOUT took a tour of Benetton’s new store on Oxford Street, London, to check out the revamp and spring summer collection.

All photos’ SCOUT.

22 May 2018