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United Colors of Benetton presents 'The Waves of Color' collection

The account of an initiatory voyage at sea, by Jean-Charles de Castelbajac.

Imagine opening the pages of a book, a diary illustrated and painted in warm colors. It is the story of a trip on a sailing boat that docks in the most characteristic ports of the Mediterranean, from Hydra to Portofino, from Cannes to Capri. Imagine discovering in the pages of this adventure and love diary the perfect looks for a happy and carefree summer, created with natural and non-toxic pigments, innovative materials and recycled fibers.

Pieces designed to last forever: the classic striped shirt, the waterproof canvas jackets in bright colors, the jumpsuits and tops with micro and macro floral prints. But also patchwork dresses with colorful stripes, rainbow striped maxi and United Colors of Benetton magic knits. To all this, there are pullovers designed with mini blouses and that were used in this company as color samples.

This proposal by Jean-Charles de Castelbajac for United Colors of Benetton is of great pop eclecticism and results in an 'easy' wardrobe for the people of this millennium. Even the male protagonists of our history wear an easy and chic fashion, which breathes mainly style and not so much trend: with jackets with military pockets, with 'pink' inserts, pleated pants, unlined pastel suits, prints or fabric jeans and dyed cotton items. Cult pieces, contemporary wearability, but never exaggerated, colorful and perfectly combinable looks, cool and fun and with a very unique entity. The Benetton style, in practice: born to sail the world in full cloth.

This is the story Jean-Charles de Castelbajac wanted to write for the PV 2020 of United Colors of Benetton: mixing iconic symbols like anchors, sea lines and us - and with Popeye as an ecological ambassador inviting us to respect the oceans - with 'extraordinary' elements of the advertising campaigns created by Oliviero Toscani in previous decades: photos and concepts proposed in t-shirts, maxi sweatshirts and a whole series of white accessories, as manifestos of a thought (and why not, also communication manuals for young people) .

Benetton follows geek and male-female trend

31 August 2012 | Section: The News | Category:

Glasses for men or women? Is there still a well-defined separation? Contemporary style trends and Fashion respond: No!

Glasses for men or women? Is there still a well-defined separation? Contemporary style trends and Fashion respond: No! Models that in the past were emblematic of men, such as the aviator or the nerd, definitely won over women, while colorful frames have already become common among men. And it is not just with glasses that men and women have shared tastes.

This greater freedom in dressing conveys a cultural change: women have gained the job market, left home, while many men have started to participate more in household chores, raising children and even allowing more care with their appearance, with clinics specialized beauties and own products.

The "male-female" fusion and the androgynous look are not only allowed, they are a trend! Changing a little style and running away from the standards can even make you more attractive.

About Tecnol

With 40 years of existence, Tecnol is a company, based in Campinas, São Paulo, that manufactures sunglasses and ophthalmic frames, of the brands Forum, Isabella Fiorentino, Guttier, Iron, Jean Monnier, Kipling, Paddock, Pierre Cardin, Platini , Playboy, Senninha, Tecnol, Turma da Mônica, United Colors of Benetton Kids and Vilenev and has become increasingly strong in the national and international market.

Always attentive to international fashion trends applied to the needs of the Brazilian market and offering the best to the most varied audience, the company strategically focuses its investments in modernizing factories, technology, marketing, development and launching of new products. Tecnol is a company of the Luxottica Group.

Benetton turns stories into color

São Paulo - The iconic value of colors is the center of Benetton's new campaign, for the launch of the spring / summer 2013 collection. Nine trend-setters from the world - among them the Brazilian Lea T - were chosen to represent nine colors that reflect the brand identity.

The personal trajectory of each of them also serves to illustrate the positioning of the brand, which involves passion, innovation and openness to the world, looking to the future and embracing the challenges of tomorrow, according to the campaign's release. Basically, it is a return to the roots, when combining colors - which once again become Benetton's aesthetic center - to values ​​such as diversity and respect for differences.

In addition to the transsexual model Lea T, who is overcoming prejudice, they are also part of the group of brand ambassadors Hanaa Ben Abdesslem, Kiera Chaplin, Charlotte Free, Dudley O'Shaughnessy, Matias Perdomo, Alek Wek and Elettra Wiedemann.

In addition to the films, which can be seen on the Benetton YouTube channel, the campaign theme will predominate on the new website and application, which will use colors as hashtags. An online community dedicated to colors will also be created, with images, phrases, texts, expressions, sayings, in short, everything you paint around.