United Colors of Benetton SS 2013 Ad

United Colors of Benetton released its Spring 2013 fashion campaign, and this season it’s the unique group of models that has caught everyone’s attention.this time the retailer has chosen to celebrate a group of nine international personalities who are recognized for their strength, passion, and diversityto witness the love for multiculturalism that has always characterizes the company from Veneto. 

Nine style ambassadors: Hanaa Ben Abdesslem, a model from Tunisia; Kiera Chaplin, actress, model and supporter of UNESCO; Charlotte Free, a Californian model; Mario Galla, a German model with disabilities; Dudley O’Shaughnessy, British model and boxer; Matias Perdomo, a chef from Uruguay; Lea T, a Brazilian transsexual model; Alek Wek, a model from Sudan; Elettra Wiedemann, a model that loves ecology. The campaign, which features print ads as well as a series of videos, sees each model sharing their unique personality and discussing their interpretation of color.

Beside colors, knitwear, innovation, and passion, Benetton has been known for launching controversial ad campaigns that focus on international social issues such as race, politics, and sexuality. Throughout the 90’s, these campaigns raised social, cultural and ethical questions with their shocking and sometimes tragic images that had little to do with the clothes. 

“It is a new format that, starting from this season, will be developed to say loud and clear – through the symbolism of colors, our founding value that today has a new aesthetical and communication centrality – the brand’s identity and excellence that has diversity as a value, and the mixing of differences as an heritage” said the President of the Group, Alessandro Benetton.

The photographic sessions of the new campaign by Benetton – created by Fabrica – have been held in Paris at the Pin Up Studios last November. 

The campaign, which also has an inevitable social and web dimension, supports Benetton’s UNHATE Foundation through various communication campaigns and actions in local communities. The UNHATE Foundation aims to fight against all forms of discrimination by promoting positive actions in the global fight for human rights. A limited edition t-shirt with images from the spring campaign will soon be sold around the world, and all proceeds raised will be donated to the UNHATE Foundation.