At Benetton’s Show, Fashion is By and For All
Democratic and intergenerational. This is the kind of fashion that Andrea Incontri, creative director of United Colors of Benetton, is striving for. For this Spring-Summer 24 collection, the designer delivers a new chapter of the stylistic journey into reality he began three years ago. The brand’s signature style codes are all present, perpetuating the values that have defined Benetton from one generation to the next. It is refreshing, as it brings a new contemporary take and, above all, it is about love, affection, and solidarity. The collection opens with the very roots of the brand – colourful knitwear with a strong identity and a cosmopolitan touch – to evolve into more futuristic looks. The new Incontri collection is about generational exchange: a passage of testimonies and feelings that calls for a synergic vision.
The polychrome Benetton palette is in full swing in the spring-summer 24 collection, taking over the catwalk itself. So do the fruits and flowers adorning this new wardrobe, echoed gigantically on the runway. The silhouettes parading evoke the idea of a contemporary agora, we find real-life individuals: mothers, fathers, children, couples… they are multi-generational and international, and yet they create a solid nucleus, thus underlining Benetton’s vision of a democratic beauty and its quest for human sensitivity. It goes without saying, they wear knitwear. The brand’s quintessential element since its foundation in 1965, plays a major role in the show in a vanilla colour palette. Following, polo shirts in piqué and jersey, but also stripes, another brand code, here reproduced in elegant multiples, crocheted or embellished with lurex threads. Last but not least, flowers, of all sizes and forms, and fruits like bananas, blueberries, blackberries and strawberries, become part of the Benetton imagery this season.
Fashion by and for all. The collection is inspired by all generations and relationships, a diversity that was also reflected in the guests in the front row. Ranging from Beatrice Valli and her husband Marco Fantini to Giulia Salemi and her partner Pierpaolo Pretelli, alongside Paolo Stella, Stefano Seletti, Paola Turani and Diletta Leotta, both mothers.
Text: Flavio Marcelli
Photos: Vincenzo Migliore
