A synthesis of Benetton’s industrial heritage. A story that starts from the seriality of the product, adopting it as a tool for studying. On Saturday 25 February, during Milan Fashion Week, Andrea Incontri presented his new FW23 collection with a special show at the Museo della Permanente. For next season, the new creative director used the concept of infinity to sum up the brand’s generational history and transform the linearity of time into an endless cycle of products, values and aesthetics. The result is a continuous flow of apparel and accessories crossing a fully mirrored set – featuring a lift as its central totem – which is transformed into an identity multiplier. A means of travelling through time, space and individual ages, obsessively amplifying their individual facets. Watch the runway show and don’t miss out on all looks from the new FW23 collection.