United Colors of Benetton reinvents itself without betraying its past: the new FW25 campaign, shot by digital artist Rick Dick, is a step forward in the brand’s renewal process and digital strategy. Here, technology doesn’t replace creativity: it amplifies it. Artificial intelligence becomes a tool for playing with volumes, textures, and colors, reinterpreting each garment according to Benetton’s DNA, combining expressive freedom and aesthetic coherence.

Knitwear takes center stage, the beating heart of the brand’s collections since the beginning. Knitwear, always a symbol of identity and innovation, transforms into a body language: soft, structured, enveloping, capable of expressing physicality, sensitivity, and a contemporary temperament. Textures expand, volumes are deformed, and each sweater becomes a manifesto: of style, but also of freedom.
FW25 is therefore a dialogue between past and future, between artisanal fabrics and algorithms: Benetton showcases a garment and, at the same time, an idea, a gesture, a statement of visual poetry. Ultimately, it’s the magic of fashion: transforming fabric into thought, and color into emotion.