Transforming the linear rhythm of time into an infinite cycle: under Andrea Incontri's creative direction and Giampaolo Sgura's gaze, United Colors of Benetton's Fall-Winter 2023-2024 becomes a photographic story that amplifies the facets of each individual person, inside and out.
Clothes are tools for analysis and the building of one-of-a-kind, unparalleled identities, which are also all linked together: the common reflections arise in choices, values, aesthetics and references that have visible expression in garments and accessories and, which, worn on a daily basis, can become symbols of an entire society.
Benetton fashion is primarily based on color, which, combined with the value of diversity, becomes a powerful tool for communicating and advocating for equality. The DNA of the brand stands behind this principle: the iconic cotton polo shirt, the knitwear twin-sets, the color block stripes, brought to life by strong personalities, side-by-side, in a message of uniqueness and humanity. Yesterday's heritage returns stronger than ever today, opening up as many infinite possibilities as there are colors in the spectrum between black and white.
It's a polychromy that's also expressed in the patterns and inlays of the new collection, from polka dots to a pixelated rabbit, all the way up to a stylized flower, communicating in an extremely simple and universally accessible language.
With INFINITY, possibilities and compositions come together, contrasts become harmonies when the obsession with homologation ends, and, in its place, a story of an identity that's all about sharing arises. It's the key that allows us to combine the sensitivity and intimacy of portraits with the intensity of group shots, on a timeless set that spotlights each model's personality and accentuates color and expressiveness.
INFINITY is all of us.
United Colors of Benetton
Fall-Winter 2023-2024 Ad Campaign
Creative Direction: Andrea Incontri
Photography: Giampaolo Sgura
Styling: Jacob K
Talents: Rianne Van Rompaey, Diane Chiu, Avanti Nagrath, Nyawurh Both Chuol, Zhicheng Han, Craig Shimirimana, Braien Vaiksaar, Lise Sauve, Liza Korol, Andrea Athanasopulos, Abdoul Rizak