Benetton Breaking Fashion Stereotypes

In collaboration with “Clothes for Humans”, United Colors of Benetton has launched a brand new creative platform. Benetton intends to send a message that life is all about real moments and emotions, which is distant from fashion stereotype. It also aims to empower people to express their emotions and get the most out of their experiences.

Benetton’s “Clothes for Humans” marketing philosophy will act as a unifying force behind three product lines – a global campaign, a new website, and a series of in-store initiatives and materials. They have also included a ”magalog” which is a hybrid between a magazine and a catalogue set to be distributed in Benetton stores worldwide.

With clothes for Humans as their core philosophy, Benetton intends to explore the most honest and ‘human’ moments of emotion that are relevant to clothing. In their new website, UCB has introduced a new section called “Clothes for Humans” representing the new design philosophy helping customers select clothing according to their moods based on three lines – Dress Up, Dress Down and Dress to Move.

Benetton also released a video manifesto for their brand new design philosophy on their official YouTube channel. The campaign shows diverse and expressive real people — a woman eating take-away food in front of an empty open fridge, a group of girls drinking wine at an informal party and two young siblings cutting each other’s hair.

Here’s another latest advert from Samsung that breaks advertising stereotypes. Take a look.

Author: Don Subba

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