#bennetton

LUKA

United Colors of Benetton is coming back—can you believe it? For those who cherished this vibrant, cheerful brand, the news feels like a blast from the past. The store was more than just a purveyor of bold, seasonal colors; it was a pioneer in using political messaging to provoke thought and encourage critical thinking. Benetton was ahead of its time in championing authenticity and raising important societal questions through its controversial and memorable advertisements.

As today’s consumers increasingly demand genuineness and scrutinize the intentions behind commercial messaging, Benetton’s earlier role as a thought leader feels especially relevant. The brand’s displays of vivid, electric hues—neatly arranged in storefront windows—were unmistakable. Their sweaters, known for superb quality, could elevate any outfit and made shopping there a uniquely inspiring experience.

One of photographer Oliviero Toscani’s last images for Benetton captured the essence of the brand’s mission: a classroom near Milan filled with 28 children representing 13 nations and four continents. Toscani explained, “The main issue today is integration. The future will depend on how and how well we use our intelligence to integrate the different, overcoming our fears.” This campaign, like many before it, asked viewers to reflect deeply on social and cultural issues.