Benetton New Campaign
On 23rd January in Paris, Benetton organized an interview with Doc. Alessandro Benetton, the president of Benetton for new campaign.
This article is focused on the Benetton's historical institutional advertising and also on Alessandro Benetton. He is really simple, nice person with great vision and philosophy.
Article click here
The article in English about the article.
United Colors of
Benetton’s new fashion campaign centers on the iconic value of color, celebrating
the upcoming launch of the Spring/Summer 2013 collection
Campaign to feature
a team of citizens of the world: nine trend-setters, nine different colors that
speak of the identity and excellence of a brand that looks to the future
Paris, 23 January 2013. The future of United Colors of Benetton is ever more colourful. Newly interpreted, color returns to the forefront in an iconic Spring/Summer 2013 fashion campaign which uses the original stories of a cosmopolitan team of ambassadors to illustrate United Colors of Benetton's passion, innovation and openness to the world, looking to the future and embracing the challenges of tomorrow.
This campaign breaks new ground for the Benetton Group brand.
Starting this season and using an ever changing set of ambassadors, it rolls
out a totally new format based – in the words of Chairman Alessandro Benetton –
on “the iconic value of color – a founding value for United Colors of Benetton and
once again at the centre of our aesthetics and communications – to give a
powerful assertion of the identity and excellence of this brand, which holds
diversity as a value, and the unity of differences as a wealth to be
treasured.”
The photo shoot for the United Colors of Benetton S/S 2013
fashion campaign was held in Paris at Pin-Up Studios, last November. At this three-day shoot, nine major
ambassadors for style and life – personalities who have distinguished
themselves for their multiculturality, cosmopolitan spirit and social commitment
– “talked” to the camera about their interpretation of color, the chromatic
mirror of the talent and personality that have placed them in the limelight
around the world.
This season’s campaign features: Hanaa Ben Abdesslem, tunisian model, with her professionalism and
dedication has become an example to many other Arab women with the same dream; Kiera Chaplin, actress, model and granddaughter of Charlie Chaplin, in addition
to being an active supporter of UNESCO, works with a foundation caring for
young people; Charlotte Free,
Californian model known for her pink hair; Mario
Galla, differently-able German model, successfully treads the catwalks; Dudley O’Shaughnessy, British actor and
model, and former national welterweight champion, has taken the values of
loyalty and competitive spirit from his boxing and transferred them to the
world of fashion; Matias Perdomo,
Uruguayan chef, has brought an original intercontinental mix to his restaurant
in Milan, combining tradition and innovation; Lea T, trans-sexual
Brazilian model, is overcoming prejudice; Alek
Wek is actively committed to drawing international attention to the
humanitarian disaster in her homeland of Sudan; and, Elettra Wiedemann has been bringing her refined, cosmopolitan
culture to the world of fashion since the age of 15, alongside an attention to the
environment and natural resources.
The new United
Colors of Benetton campaign, created to celebrate and support the launch of the
Spring/Summer 2013 collection, purposedly features the brand's iconic knitwear.
Melange tricot in a wide palette of colors symbolizes the new collection, in
which simplicity reigns supreme: basic is Fashion.
A limited edition
T-shirt with images from the campaign will be sold across the world, online at shop.benetton.com and
in flagship United Colors of Benetton stores. All proceeds raised from the sale
of the T-shirts will be donated in support of the activities of the UNHATE
Foundation.
The campaign,
developed under the creative direction of Fabrica in cooperation with Macs
Iotti, will roll out shortly in the
press, on billboards, in sales outlets and online.
This symbolic use of color has inspired everything from the vibrant
new windows of the United Colors of Benetton stores, to the web. The chromatic
experience is, in fact, key to a new soon-to-be launched website, a dynamic
platform that will aggretate user-generated feeds with color-hashtags –
pictures, posts, phrases, tweets – from Instagram, Pinterest, Twitter and the
mobile network thus building an online community interely dedicated to colors.
The web project will be accompanied and integrated with an
app, which will become a site content generator in its own right. There will
also be an editorial space with an international outlook. A collection of
magazine-style news, developed around a single theme: color.
Similarly, quotations, epigrams, expressions and proverbs
about color will animate the colourful windows of the United Colors of Benetton
stores in streets and squares around the world. You might find anything, from learned
phrases, to the favourite color of anyone who wishes to express a thought, an
idea or a motto about the colors closest to their heart.
THE NINE FACES OF THE NEW UNITED COLORS OF BENETTON
FASHION CAMPAIGN
United Colors
of Benetton’s new fashion campaign talks about colour through the original
stories of a cosmopolitan team of “faces”, who have given us their personal
interpretation of colour, in a chromatic reflection of the talent and
personality that have placed them in the limelight around the world. Nine
different personalities with a story to tell, united by a cosmopolitan spirit
and social commitment, in line with the fundamental values of Benetton Group.
Hanaa
Ben Abdesslem
Born in the village of Nabeul on October 13th
1988, Hanaa Ben Abdesslem comes from a very traditional conservative Tunisian
family. Today she has accomplished her dream of becoming an international
professional model with the full support and encouragement of her family.
The Lebanese TV program “Mission Fashion”, the
equivalent of “Project Runaway” in the US, was her first opening to the
modeling industry in the Middle East: after the three months experience she won
the second prize.
Hanaa’s talent spread beyond the borders of the
Middle East and North Africa with the leading model agency IMG Models. Hanaa
was introduced to French Vogue former editor in chief, Carine Roitfeld, at the
end of July 2010. Carine Roitfeld
facilitated a meeting with Ricardo Tisci at Givenchy who decided to use her on
exclusive basis for his A/W 10/11 PAP presentation. A few of the catwalks Hanaa
walked this season were Chanel, Giambattista Valli, Hermes, Jean Paul Gaultier,
Mugler, Tom Ford, Anna Sui, Ralph Lauren and Oscar de la Renta.
Hanaa’s desire is to represent Arab women in the
international modeling industry is very strong and deep in her heart. The
reputation and image she wants to be recognized for in her professionalism and
dedication make her more determined than ever to give her very best and through
her success become an example to other Arab women sharing the same dream.
Her mission is to create awareness in the Arab
world; the awareness and respect that modeling is a profession and a career.
Kiera
Chaplin
Actress and model Kiera Chaplin has graced the
covers of Town & Country and Harper’s Bazaar as well as the pages of
fashion and gossip magazines worldwide.
This young lady is genuine “Hollywood Royalty,” with a grade “A”
artistic DNA heritage, as a granddaughter of film legend Charlie Chaplin and
Oona O’Neill, and a great-granddaughter of Pulitzer and Nobel Prize winning
Playwright Eugene O’Neill.
Kiera began her modeling career in New York as
a teenager, where she began gracing the pages of high fashion magazines such
as: Vogue, Vanity Fair, Harper’s Bazaar, and Elle Magazine. She has appeared in
various add campaigns such as Walter Steiger, And_i,Tommy Hilfiger, Asprey,
Hogan by Karl Lagerfeld, Armani Exchange, and has even appeared in the Pirelli
Calendar shot by Peter Lindberg.
Needless to say that Miss Chaplin has shot with
many of the fashion industry’s top photographer’s during her time as a model:
Bruce Weber, Herb Ritz, Greg Kadel, Mario Testino, Pamela Hanson, Michel
Compte, Inez and Vinoodh, and the Karl Lagerfeld.
FHM magazine named Kiera 17th most eligible
woman on their list and GQ gave her the 7th spot on the “100 sexiest woman”
list. Kiera Chaplin is currently having her portrait painted by the pre-eminent
artist Nelson Shanks (portraitist of Princess Diana, Presidents Clinton &
Reagan, Pope John Paul II) wearing Maggie Norris’ Ekaterina Corset.
Kiera Chaplin has starred in a number of movies
such as The Importance of being Ernest, The Year that Trembled, Japan, and
Yatna. Her most recent movie being “Interno Giorno”, directed by Tommaso
Rossellini and also stars the great actress Fanny Ardant. Her next big role is
opposite Micheal Pitt in “Loosing My Religion”.
Miss Chaplin has also a couple of Producer
credits under her belt for movies such as “The Professional” or the TV show
“Scavengers”.
However, one of Kiera’s biggest passions is
helping charities. Recently, she received a prize for her help from UNESCO. And
on November 20th 2012, Kiera Chaplin was announced as first world ambassador to
the Amy Winehouse Foundation. Together they plan on helping troubled teenagers
get back on their feet.
Charlotte Free
Charlotte Free,
fashions “Wild Card” turned to fashion it-girl in a mere 6 months. Born and
bred in Los Angeles, California, Charlotte was discovered at a mall playing
video games in an arcade: punky pink hair and all. One week later, she was on a
NYC-bound plane to sign with IMG Models. Almost immediately after exiting the
airport, Charlotte went to see a few key clients and instantly confirmed shoots
with 3 of the industry’s most renowned photographers: Craig McDean, Terry
Tsiolis & Richard Burbridge.
Making her debut on
the runway in the F/W 2011 shows, Charlotte walked for heavy-hitters such as
Richard Chai, Charlotte Ronson, Vivienne Westwood, TopShop Unique and Jeremy
Scott. Since then, she has gone on to catch the attention of fashion’s elite
including, Steven Meisel, Terry Richardson, Hedi Slimane, Josh Olins, Cedric
Buchet and Solve Sundsbo. Gracing the pages of some of the most prestigious
magazines, Charlotte has shot for American & British Vogue, Love, V
Magazine, i-D, Dazed & Confused, Interview & Purple.
Currently,
Charlotte is the face of Edun shot by Ryan McGinley, 7 Jeans shot by James
Franco, and Tous shot by Terry Richardson (as she is his muse). She is also
featured as the face of Wildfox: one of the biggest brands out of L.A. with 5
billboards throughout the greater Los Angeles area as well as Complot Argentina
(along with an accompanying video), in February 2012 Charlotte shot for the
newest campaign for Forever21. Teen Vogue recently named her the “Girl of the
Moment”.
Aside from being a
print sensation Charlotte is one of the most talked about models in the social
media world, dubbed as one of the most re-blogged images Charlotte has created
a firm following in both the Fashion World and the Teen/Tween world.
Even though
Charlotte has only been modeling for a little over a year, she has successfully
broken the mold for runway models and became this season’s hottest model
despite her 5 foot 7 inch frame.
Mario
Galla
Mario was scouted
in Hamburg in 2006 and since then has gone onto establish himself as an
international fashion model, working with clients including Hugo Boss in
London, Paris and Milan.
During Berlin
Fashion Week Mario walked for Michael Michalsky wearing shorts, which revealed
his artificial leg extension and attracted a huge amount of media interest.
Mario was subsequently invited to write the biography of his life which was
published in 2011. “Mit einem Bein im Modelbusiness” was cowritten by Lars
Amend and has received excellent reviews internationally.
An advisor to the
leading insurance firms, Mario helps them to delegate funding for children from
poor circumstances as well as organizing various workshops for kids to help
them build a better life for themselves.
Mario has also
stared in a high profile anti-fur campaign for PETA and there is a currently a
film in production about his unique and fascinating life.
Mario is 27 and
lives in Hamburg.
Dudley
O'Shaughnessy
Hailing from
Canning Town in London, Dudley has been a boxer since he was 9 years old. With
his father, a Pro Boxing trainer, taking over the reins when Dudley was eleven,
he worked his way up through the ranks winning countless titles. The highlight
being the Senior ABA’s in 2011, ranking him number one boxer in England in his
category.
Dudley still trains
daily but has stepped back from his illustrious boxing career to focus his
energies on his equally impressive career as a fashion model, where he is
currently a firm favourite on the catwalk with clients like Stone Island,
Oswald Boateng and Fred Perry.
When he was cast as
the lead in Rihanna’s video for her hit single “We Found Love”, Dudley showed
his natural talent for acting, getting rave reviews for his role as her love
interest. So much so that acting powerhouse United Agents snapped him up, and
he has since been filming for various pilots and feature films.
One of five
brothers and sisters, Dudley is 23 and lives in East London.
Matías
Perdomo
Matias Perdomo was
born on 15 March 1980 in Buenos Aires, Argentina. These were the days before
power finally passed from the hands of the military junta to the people, and
Matias' Uruguayan parents, as active supporters of the civilian militia, were
forced to flee the country. In 1982 they moved to Copenhagen, Denmark. In 1986,
following his parents' separation and the accession to power of the new popular
government inUruguay, he moved back there.
At the tender age
of 9, he began to enter the world of work with his first summer job: selling
bin bags door to door, saving his customers 1 peso compared to supermarket
prices. At 11 he sold strawberries on the street corner in front of his home.
At thirteen he worked with his uncle in his carpenter's shop, but in his free time
he and his sister Soledad dabbled in the kitchen at home, and this was the
beginning of his love for cooking. His uncle sensed this passion, and paid for
him to take a cookery course.
Having completed
the course, he started work at a Chilean delicatessen, and was later employed
by a French-style catering service, where he continued to learn and broaden his
experience in matters culinary and in kitchen management. At the age of 18 he
was taken on as a cook at the Italian restaurant “Paninis”, which at the time
had just thirty covers. Within a few years, it became a big success, so much so
that it even opened three new branches around the country. He began to take
part in a weekly television programme, and when the Italian government donated
two military ships to Uruguay, he joined the brigade de cuisine preparing the
celebratory banquet.
At the age of 20 he
moved to Italy, working at the “Al Pont De Ferr” restaurant in Milan's Navigli
district. He found a happy environment and fertile ground for his aspirations
and ideas. He took internships with important Spanish chefs (Berasategui near
San Sebastian and the Roca brothers in Girona). After about five years he was
made Head Chef, working with owner and sommelier Maida Mercuri, a great
professional partner who enabled him (and still enables him) to explore a range
of styles from the traditional to the innovative, in a tranquil and flexible
environment.
In 2011 he gained
the added satisfaction of a Michelin star.
He and his partner
Samantha are currently expecting their first child.
Lea
T
Lea T was born in
Brazil in 1981 as Leandro Cerezo. She is one on the world's current favourites
in the fashion modeling industry.
Lea T is the
daughter of the well known former Brazilian football player Toninho Cerezo, she
was born as male and she had sex reassignment surgery in March 2012. She was
discovered by Givenchy Creative Director Riccardo Tisci and became the face of
Givenchy Campaign in 2010. Her first runway was for Alexandre Herchovitch
during São Paulo Fashion Week in January 2011.
She has been
featured in editorials in Vogue Paris, Hercules, Interview, Love working with
photographers as Mario Sorrenti, Mert and Marcus, Therry Richardson. In 2011
she was also the cover star of the Spring/Summer 2011 edition of Love Magazine
featuring her kissing Kate Moss.
Lea T was special
guest at the Oprah Winfrey Show in January 2011.
Alek
Wek
Elle magazine took
a risk by featuring dark-skinned, Sudanese model, Alek Wek, on the cover of
their November 1997 issue. However, the result was a monumental number of
readers responses and letters-tothe-editor from both women and men who were
ecstatic to see different standards of beauty in the fashion industry. Oprah
Winfrey later commented to Alek on her show, “If you’d been on the cover of a
magazine when I was growing up, I would have had a different concept of who I
was”.
Alek was born in
Southern Sudan and raised as a part of the Dinka tribe. At fourteen, she was
forced to flee to London to escape the civil war. Alek was soon discovered at a
London street fair. She quickly rose to the top of the modeling industry and
was named “Model of the Decade” by i-D; one of People magazine’s “50 Most
Beautiful People” and as one of the “50 Most Influential Faces in Fashion”. New
York magazine also named her one of the “50 Most Beautiful New Yorkers”.
Alek’s influence
extends far beyond the fashion world and societal concepts of beauty. She spoke
at the International Black Caucus Foreign Affairs as a member of a panel, which
included Hillary Clinton, Congressman Daniel Payne, Danny Glover and many other
distinguished speakers. Alek has also served on the advisory board for the U.S.
Committee for Refugees. She speaks in New York area schools to bring attention
to the famine in Southern Sudan and to educate children on the importance of
nourishment. She has also launched the Bracelet of Life campaign in conjunction
with Medicins Sans Frontiers/Doctors Without Borders. Alek also works closely
with AIDS awareness benefits, children’s charities, and breast cancer research.
She has been
featured in numerous ad campaigns including, Clinique Happy, Ralph Lauren, Jean
Paul Gaultier, Banana Republic, Joop, Nars, Issey Miyake, Moschino, Gap, Ann
Taylor, Michael Kors and MAC Cosmetics. Alek also appeared in Coach’s “Most
Influential People” campaign. More recently, she has teamed with De Beers to
promote the company's new diamond brand, “Forevermark”.
Alek has worked
with the most talented photographers including Steven Meisel, Mario Testino,
Bruce Weber, Herb Ritts, Annie Liebovitz, Arthur Elgort, Michael Thompson,
Ellen Von Unwerth, and Steven Klein. Alek has also appeared on the covers of
prominent international magazines including i-D, Elle, Essence, L’Oficiel,
London Style, Deutsch and New York Magazine’s Fashions of the Times, as well as
the Sunday New York Times Style issue.
She has also walked
the runway for top fashion houses such as, Calvin Klein, Michael Kors,
Christian Dior, Gucci, Fendi, Jean Paul Gaultier, Vivienne Westwood, Chanel,
John Galliano, Alexander McQueen, Ralph Lauren, Donna Karan, and Helmut Lang.
Alek has been dedicating the little free time she has to another passion:
design. She has designed multiple seasons of handbags for her line, Alek Wek
1933. Alek also enjoys acting, she debuted in the film Four Feathers, alongside
Kate Hudson and Heath Ledger.
Most recently, Alek
has written and published a memoir. In “ALEK: From Sudanese Refugee to
International Supermodel” (Amistad/HarperCollins; Publication Date: September
1, 2007), Alek Wek takes readers back to her native home of Wau, Sudan, to the
streets of London, where her life took an unexpected turn, and of course into
the glamorous, élite world of fashion.
Elettra
Wiedemann
Elettra Wiedemann
was born and raised in New York City. She is the daughter of Isabella
Rossellini (international model and actress) and Jon Wiedemann, (former male
model, now a Microsoft executive) as well as the granddaughter of the
emblematic Ingrid Bergman and Roberto Rossellini.
Fluent in English,
French and Italian, Elettra attended the United Nations International High
School in New York City. She completed her undergraduate in International
Relations at The New School in NYC. Additionally Elettra completed a Masters
(MSc) in Biomedicine from the London School of Economics in 2010. Her
dissertation was focused on “Vertical Farming and an analysis of the future of
agriculture and feeding cities in light of the complex problems posed by
climate change”.
Discovered by Bruce
Weber, who shot her for the Abercrombie & Fitch campaign, she quickly
became one of the industry’s most coveted models shooting with photographers
such as Karl Lagerfeld, Annie Leibovitz, Arthur Elgort, Mario Testino, Nick
Knight, Craig McDean, Solve Sunsbo and Mikael Janssen. Elettra has graced the
covers and has featured inside several top fashion magazines including American
Vogue, Harper’s Bazaar, Another, Muse, French and Italian Ellen as well as
being the face of Le Bon Maché, Gap, Dinh Van, Salvatore Ferragamo and Mango.
Since 2006, Elettra has been one of the ambassadors for Lancôme.
Elettra, together
with her fiancé James Marshall, has founded a charity called One Frickin Day
(http://www.onefrickinday.org) for which she won the 2011 “Young
Environmentalist Award”. The charity raises funds for the implementation of
ecological and durable natural resources. So far it has installed solar panels
in clinics in Burundi, Haiti and Rwanda. She is also the CEO of the pop up, eco
and bio concept restaurant called Goodness (www.goodnesspopup.com).
