Benetton launches 'A Collection of Us', aiming to reenergise its DNA

By

Anne-Sophie Savenier

Published
Oct 23, 2015

Benetton forecasts a return to profitability in 2016 after a marked improvement in the first six months of 2015, and unveiled a 100% cashmere capsule collection for its 50th anniversary. The collection goes hand in hand with an institutional advertising campaign labelled 'A Collection of Us' and with the 'Benetton Women Empowerment Program', designed to support women the world over.

With this anniversary collection - 5 models representing 5 decades to be revealed in October, December, February and April - Benetton wishes to reenergise the core of its DNA, a blend of knitwear and social engagement.

Each of the models will thus highlight a central element of Benetton's brand identity (heritage, technology, colour and performance), reinterpreting and infusing it with a dynamic, contemporary meaning.

The collection will also benefit from a powerful international communications campaign... The latter showcases five women of different ages and provenance, each of them carrying a message of emancipation and legitimation, and raising the question: what if every woman could become the key player in her own story?

On the strength of this common denominator, the label decided to go beyond a mere campaign. Benetton glimpsed through it a social engagement opportunity, and decided to concentrate its sustainable development strategy on women in the next few years. Accordingly, the company created a long-term programme called 'Benetton Women Empowerment Program'.

The latter will allow the group to support several substantial projects and initiatives aiming for objectives that are crucial for women, on the basis of the UN's sustainable development objectives for 2030.

In practical terms, it will be a matter of providing women with the means for a decent lifestyle, for non-discrimination and equal opportunities, access to quality education and healthcare, as well as supporting the fight against violence to women.