The latest issue of COLORS covers the nature of protest, providing an insight into revolts across various cultures, with various goals and results. The 88th issue of the Benetton-owned cultural and social magazine explores all kinds of protesting movements (including violent ones) that influenced the history of different countries.
Benetton
For its Spring/Summer 2013 promotion, Benetton has focused on people’s differences, which should not be hidden, but highlighted and supported. In the new multi-channel (online, press, out-of-door, in outlets) international campaign dubbed «Faces of Color,» the brand features nine ambassadors, who are the living examples of what is to be not similar to most of others—Lea T, trans-sexual Brazilian model, Matias Perdomo, Uruguayan chief, who combines diametrical cultures in his restaurant, Mario Galla, differently-able German model and others. While the theme is potentially provocative, the new advertising effort turns to be quite smooth and moderate unlike the award-winning Benetton’s UNHATE initiative, which generated much buzz. Prejudice is so yesterday, Benetton and tolerance are so now.
Brands do not only provide people with goods, they also create jobs and help people build their careers, either by hiring or by motivating them. In fall 2011, Starbucks launched the Jobs for USA platform to support small businesses and people behind them, and this year Benetton, the recognized leader in sharing positive power across the globe and encouraging people to have a brighter attitude, helps the enemployed youth.
Jeans, which were once considered a work wear for labourers, have now transcended into an everyday piece of wardrobe and have become a great canvas for a range of designers. Now, jeans can highlight the best in your body and even help hide some shape defects thanks to cutting-edge technologies. In 2010, Levi’s introduced its Curve ID system, which offered shapes based on a women’s shape, not size, and this year Benetton reveals its own contribution to the family of shape-fitting jeans. The Italian clothing brand unveiled the Benetton Pin Up Denim line, in which two techniques were used, one for lifting and the other for shaping a woman’s body.
Benetton has launched a new online hub Benetton Kids Community dedicated to and aimed at digital-savvy kids and their parents. Children like vibrant colours, and the brand shares this passion, that’s why the new community is extremely flamboyant and is soaked with bright and catchy tones. In fact, parents are those who are expected to bring their offspring to the new online destination, which is totally safe for kids from the informational point of view, and they are who register kids there (the number of kids from one family is limited to three children up to 12 years old).
Benetton is not only making vibrant apparel and accessories, but is also exploring the new ways of saving the world and helping people live better lives—the brand’s COLORS Magazine, which is touching on the most important points for common people. At the Design Museum in London, Benetton has arranged an exhibition called ‘Happiness and Other Survival Techniques’, which combines three issues on Transport (#81), Shit (#82) and Happiness (#83, the latest one), which make up the Survival Guides trilogy as the brand calls it.