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Benetton | A Fashion Revolution Since 1965

Since its inception in 1965, Benetton has undeniably carved its path as a trailblazer in the world of fashion. With a revolutionary spirit that transcends borders and challenges norms, this iconic brand has become synonymous with boldness, diversity, and social consciousness. From their vibrant campaigns to their innovative designs, join us on an exploration of how Benetton has not only shaped the fashion industry but also sparked a revolution that continues to inspire change even after half a century. Get ready for a journey through time as we unravel the captivating story behind one of the most influential fashion brands of our era – welcome to “Benetton: A Fashion Revolution Since 1965″.

Introduction to Benetton

Benetton is a fashion brand that was founded in 1955 by brothers Luciano, Gilberto, and Michele Benetton. The company started out as a small knitwear manufacturer in the town of Ponzano Veneto in Italy. Today, it is a global fashion powerhouse with over 7,000 stores in 120 countries.

Benetton is known for its cutting-edge designs and social consciousness. The company has been at the forefront of many fashion trends over the years, including color blocking and using non-traditional models in its advertising campaigns.

History of Benetton

Benetton is an Italian fashion brand that was founded in 1955 by brothers Luciano and Giuliana Benetton. The company started off as a knitwear manufacturer, but expanded into other clothing categories in the 1960s. Benetton was one of the first fashion brands to embrace diversity in its advertising campaigns, which featured models of all races and ethnicities. The company was also ahead of its time in using nontraditional materials like Lycra and nylon in its garments.

In the 1980s, Benetton began using social issues as the focus of its marketing campaigns, which generated both praise and criticism. One of the most controversial ads featured a photograph of a dying AIDS patient. Despite the backlash, Benetton continued to push boundaries with its ads, which addressed topics like war, capital punishment, and immigration.

Role in the Fashion Industry

In the fashion industry, Benetton has been a revolutionary force since its founding in 1955. The company's founders, Luciano and Gilberto Benetton, started out selling knitwear in their native Italy before expanding into other garments and eventually into a global fashion empire. Today, Benetton is known for its cutting-edge designs and its commitment to social and environmental causes.

In the early days of the company, the Benettons were innovative in their use of color and pattern in their knitwear designs. They were also one of the first fashion brands to embrace globalization, opening stores in countries around the world. In the 1980s, Benetton began using advertising to make bold statements about social and political issues. These ads often featured models of different races and ethnicities embracing each other, which was groundbreaking at the time.

Impact on Social Issues and Sustainability

In recent years, Benetton has been at the forefront of a fashion revolution, championing sustainable practices and social responsibility. The company has made significant progress in reducing its environmental impact, and is now one of the most sustainable brands in the industry. Benetton is also committed to improving the lives of workers in its supply chain, and has implemented a number of initiatives to support this goal. As a result of these efforts, Benetton is now widely recognized as a leader in corporate social responsibility.

Key Figures behind the Brand

Benetton is a fashion brand that was founded in 1955 by the Benetton brothers. The company started out as a knitwear manufacturer in Italy, but it eventually expanded into other areas of the fashion industry, such as clothing, footwear, and accessories.

The company is best known for its bold use of color in its clothing collections. Benetton was one of the first brands to use bright colors in its garments, which was a departure from the traditional black and white colors that were commonly used in fashion at the time.

The company has also been known for its controversial advertising campaigns. In the 1980s and 1990s, Benetton ran a series of ads that featured provocative images and themes, such as death row inmates, AIDS patients, and war victims. These ads generated a lot of public debate and helped to raise awareness about important social issues.


Benetton has been a fashion revolution since 1965 and their influence on the industry is undeniable. From their iconic ads to their bold use of colors, Benetton has established themselves as one of the most influential fashion brands in the world. Their commitment to ethical standards and environmental responsibility makes them stand out from other companies and shows that they have not only an eye for style but also care about making a difference. Whether you’re looking for timeless classics or cutting-edge designs, Benetton is sure to have something perfect for any occasion.