Despite ten years of retirement, Luciano Benetton returned to the company and has headed United Colors of Benetton ever since. The brand became particularly well known in the 1980s. The star photographer Oliviero Toscani in particular contributed significantly to the brand’s success with often provocative advertising shots. In an interview with the Italian daily newspaper “La Repubblica”, Luciano announced that his group would be back in the black next year.

Deficit reduction

Vertical chains such as H&M, Zara and Mango have overtaken the Italian brand in recent years with sophisticated campaigns and low prices. Especially in children’s fashion, the success of the once popular children’s fashion label has declined. Now a new direction has been taken in recent years. “We have already reduced the deficit by 40%,” says Luciano Benetton. While the sum in 2017 was still 180 million euros, today it is less than 100 million euros.

Toscani commissions Jean-Charles de Castelbajac

In order to prevent further deterioration of the brand, Toscani was again entrusted with the artistic management. For the 2018 spring/summer season, the photographer had photographed a school class with different skin colours – in the old brand manner. Now the polarizing photographer brought the designer Jean-Charles de Castelbajac on board as artistic director. Benetton also planned to open 100 new stores in the new year.

Luciano in own campaign

At the age of 84, Luciano poses in the campaign photographed by Oliviero Toscani with the 18-year-old Sudanese model Ayak Mading. The contrast between the two couldn’t be greater: “It’s so modern that it can’t be reduced to a gender role. This photo looks like it was inspired by one of our previous shoots,” says Luciano.


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Image: PR