HISTORY

Fashion that goes
all over the world

Two girls on the banks of the Seine in Paris.
One is dressed in black, the other in red. Behind them, a seated man plays a guitar. The Eiffel Tower stands out in the background.
This image, which launches the Spring Summer 1972 Collection, precedes the historical campaigns photographed by Oliviero Toscani by more than a decade. Yet it already contains the seeds of what will be the Benetton revolution.
“In Paris, as in London and New York”, reads the text, to underline the brand’s cosmopolitan drive. Benetton is “living fashion”: destined to be paraded on streets all over the world, more than on just the catwalks.
In the text there’s also a reference to a “thousand colors”, which will soon become part of one of the best-known global brands: United Colors of Benetton.

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Benetton Archive

HISTORY

Benetton Group’s history of innovation is contained in its Archive, created in the Studios area of Castrette di Villorba (TV).

A counter-free shop

SHOPS

Bright and counter-free, the Benetton stores that opened in the 1960s were a revolution in the shopping experience.