Benetton begins again with Andrea Incontri

It is a new era for Benetton. The historic Italian fashion brand founded in 1965 is about to reveal its next move under the creative direction of Andrea Incontri, who will take care of United Colors of Benetton women, men and kids collection and their image from every angle. «His arrival will bring new energy to a successful history which wants to make its own generational shift. He will lead the tradition acquired in the Italian industry over the years in which the reshaping of fashion and clothing’s social role is more and more urgent,» Benetton Group ceo Massimo Renon stated. A first unveiling of the project will take place in August with the new advertising campaign Fall-Winter 2022/23 curated by Incontri, while in September the debut collection Summer 2023 will be unveiled and it will take part in the runway show inside the store in Corso Bueno Aires in Milan during Fashion Week, as Andrea Incontri himself anticipated to MFF in this interview. He graduated in architecture at Politecnico di Milano and he has so much experience with various Italian brands, especially Tod’s, as well as international brands. He also founded his own personal brand as well.

How did this collaboration come to life?

It was a lucky encounter. For me, Benetton is a very special brand where I can find design solutions that are close to my journey as a designer and not only a fashion stylist. I do not consider it just as a fashion brand, but it is a social brand that embodies many aspects of our daily life. It is a democratic product that connects to people, to many lives, and this is the aspect I like the most.

Is this why you talk about a “democratic language”?

That is right. I think it is amazing to be able to reach out to so many life stories. Plus, all the brand communication in the past is something that is still there today in terms of its founding values, from inclusivity to diversity... I am really happy to be a part of this story and to be able to dialogue with a great entrepreneur like Luciano Benetton.

What is your first memory of the brand?

When I was a kid, I used to dress Benetton, so it is a name I have always known, which has an emotional value for me. I remember the colors, the playful part of the brand... Today I think the brand is a great pride for Italian fashion and it deserves to re-emerge in its liveliness and modernity. Just think that it was the first type of store where all the sweaters were stacked, so that people could see and touch them. It was a sort of democratic way of displaying them. The first experience store was made by them, and that is where I want to start from.

When will the collection be unveiled?

In September there will be a show in the Corso Buenos Aires store. We should have a fashion show on Sunday, September 25.

What are the brand codes you started working on?

My first exercise was to say, what can I tell through my point of view? So, I thought about existence, about «to be,» which are also Benetton’s initials. It will be an extremely colorful collection, based on knitwear, the core of this brand. However, I was also interested in doing an exercise on feelings such as empathy and liveliness with a very spontaneous wardrobe. It will include menswear, womenswear and childrenswear. I am trying to create a narrative in unison. Lastly, I think serial products are poetic and not sterile or sad.

A first unveiling of the project will take place in the summer with the presentation of the campaign...

Yes, I curated its artistic direction together with Giampaolo Sgura. The model is Rianne Van Rompaey because I wanted to have an international but also very Benetton face, positioning the brand in a usually distant perception. Then there are also other heterogeneous performers in order to bring portraits to life for a work on personalities. (All rights reserved)