Benetton turns up the music to look hip

By

Dominique Muret

Published
Jul 10, 2013

No more shock ad campaigns or major social issues such as unemployment and world peace. Benetton is realigning its image with youth, having opted for the hip and unifying themes of fashion and music to promote its fall / winter 2013-2014 main clothing line, United Colors of Benetton.

The women are represented by Los Angeles singer Sky Ferreira, the English model Lily Mc Menamy, American DJ Chloé Norgarrd and South Korean singer Soo Joo Park. And the men's faces are Theophilus London, American rapper from Brooklyn, born in Trinidad and Tobago, and the English musician and model Louis Simonon.

In a press release, Benetton said the campaign “centers on the world of music to portray how it unifies diversity — of people, identities, cultures,” continuing to portray itself as a cosmopolitan, global brand, all the while aiming for a young and trendy clientele. The campaign was created by famous Swedish fashion photographer Mikael Jansson, whose images will be published in the media starting in August.