A Brand New Era As United Colors of Benetton Welcomes Andrea Incontri
A brand new chapter opens for United Colors of Benetton as the Italian brand appointed Andrea Incontri as its new creative director. Milan Fashion Week has been the scene of many grand debuts : Marco De Vincenzo at Etro, Filippo Grazioli at Missoni, Rhuigi at Bally, Maximilian Davis at Ferragamo, and the industry was therefore longing to discover Incontri’s first collection… it does seems that Italian and international brands are now looking for new and fresh ideas. Andrea Incontri’s first fashion show was staged at the brand’s flagship store on Corso Buenos Aires in Milan. The store was completely redesigned to fit Incontri’s new vision and his global lifestyle project for the brand.
Mixing up genders with bright colors, the collection is made of light knitwear, vichy cottons, recycled nylons, fluid shirt dresses, crop tops, shorts, jackets and windbreakers. Avowedly unisex, the BE bag has also made its first appearance, in several variations of sizes and colors. The main slogan of the collection is “Be Everything”. Where Be is an invitation to freely express oneself. Lots of foreign and Italian press attended this debut which ended up with a roar of applause. The front row was fully packed by friends of both the brand, and the designer. Among those were Olivia Palermo, Paolo Stella, Candela Pelizza, Eleonora Carisi, Eva Géraldine, Giampaolo Sgura, Tommaso Sacchi and Lodovica Comello.
Photos : Ludovica Arcero
Text : Flavio Marcelli
