United Colors of Benetton

United colors of benetton holds first runway show under direction of jean-charles de castelbajac

by Stephen Garner

United Colors of Benetton held its first-ever Milan Fashion Week runway show this week under its new creative director Jean-Charles de Castelbajac.

Dubbed “The Rainbow Machine,” the collection represents a vision shared by Luciano Benetton and de Castelbajac. “Luciano and I are all about color,” says the French designer, who explains that the collection’s palette is mainly based on the primary colors of the rainbow – yellow, red, green, blue – with some touches of black.

United Colors of Benetton

‘Machine’ is a tribute to Benetton’s great industrial tradition, its know-how, and its one-of-a-kind technological expertise. The runway featured actual knitting machines in a set with enormous close-ups of products photographed by Oliviero Toscani.

United Colors of Benetton has chosen to stage a show with ideas that represent only a part of its seasonal production, but which embody the new creative direction the brand is taking. A disciplined pared down fashion that reprises some of the iconic pieces that are in every fashion lover’s wardrobe.

They are ‘updated basics’, designed by de Castelbajac, who identified the strongest characteristics of the Benetton DNA and enhanced them to create a collection that is both up to date and conceptual while remaining deeply rooted in the brand’s heritage. The collection pays homage to original features of the brand – like the logo, the color element (particularly green), garment-dyed knitwear and a certain sporty, easy chic attitude – that, over the past 30 years, have made fashion history.

United Colors of Benetton