Moving from the photographic story of the new Adult Collection, United Colors of Benetton’s Fall-Winter 2023-2024 for kids also magnifies the characters of an army of mini-mes who are ready to conquer the world.
The kids’ garments are based on the same values and concepts as for adults, but with one difference: dressing up becomes a game that helps them grow in a unique, special way and helps them in exploring references and aesthetics that are necessary for building up their identity and for identifying with the symbols of today’s society.
Benetton Kids’ fashion follows a formula based on unisex style, technical know-how and quality materials, spotlighting color and the value of diversity. This is in-line with the brand’s DNA: the iconic stripes are tinged with bright colors, and then there are also the velvet twin-sets, patterns and figurative themes, which are livened up by little heroes. Yesterday's heritage returns stronger than ever today, opening up as many infinite possibilities as there are colors in the spectrum between black and white.
It's a polychromy that's also expressed in the patterns and inlays of the new collection, from polka dots to a pixelated rabbit, all the way up to a stylized flower, communicating in an extremely simple and universally accessible language.
With INFINITY, possibilities and compositions come together, contrasts become harmonies when the obsession with homologation ends, and, in its place, a story of an identity that's all about sharing arises. It's the key that allows us to combine the sensitivity and intimacy of portraits with the intensity of group shots, on a timeless set that spotlights each child’s personality and accentuates color and expressiveness.
INFINITY is all of us.
United Colors of Benetton
Fall-Winter 2023-2024 Kids Ad Campaign
Creative Direction: Andrea Incontri
Photography: Mattia Savio
Styling: Margherita Moro