Reviews of Italian Benetton

The focus of all apparel industry advertisements is almost the same, but the angles are different. And Benetton can be said to be a wonder of advertising in the apparel industry.

In 1982, O. Toscani, an originally unknown photographer, joined Benetton. In 1985, Benetton's advertising changed a lot and launched a series of advertising campaigns with the theme of "Benetton's United Nations of Colors" . The design of the advertising campaign focused on highlighting the concept of "colorful use". Toscani painted many young men, women and children of different nationalities and skin colors, wearing similar traditional clothing from various countries, but in fact they were clothing produced by Benetton. There will always be characters from two different countries in the advertising screen, and there will always be the national flag of that country. During the Cold War era, this advertising representation of racial harmony on screen was widely praised.