United Colors of Benetton RTW Spring 2024

Kudos to Andrea Incontri, who knows what United Colors of Benetton stands for and is succeeding in evolving the collections without straying from what the brand represents and aiming at authenticity.

“Benetton started in 1965 with knitwear and denim and colors have always been so important,” he said. Accordingly, Incontri playfully decked out the rooms for his show at Palazzo della Permanente in a plethora of colors and giant pink bananas and flowers. The first designs out were looks in denim and body-hugging knits in different color variations.

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Allover fruit and floral prints were strong motifs on piqué and jersey polo shirts and pants. The collection was on trend, with plenty of shorts, culottes and crop tops, roomy shirts and colorful striped patterns — another brand hallmark — reproduced in crochet or lit up by Lurex threads. It was fun and lighthearted.

Since joining Benetton in July last year, Incontri has realized the impact of the brand globally and that it reaches out to consumers of all ages. For this reason, multiethnic and multigenerational families were represented here, some toddlers and infants walking or in the arms of their model parents on the runway. “This is a brand that has resonated with us since childhood, and through generations, and I see this as an added value,” said the designer.

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Launch Gallery: Benetton RTW Spring 2024

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