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United Colors of Benetton opens Milan Fashion Week Spring/Summer 2020

Under the artistic direction of Jean-Charles de Castelbajac, historic Treviso brand United Colors of Benetton, showcased its Spring/Summer 2020 collection.

Titled ‘Color Wave’, the show was staged at the historic Piscina Cozzi Swimming pool – a notable masterpiece of 30s architectural aesthetics.

Benetton’s Spring/Summer 2020 collection draws its inspiration entirely from the sea.

The sea, water and sailing are the timeless themes of the United Colors of Benetton style, interpreted here as a metaphor for a voyage among the most beautiful and characteristic ports of the Mediterranean, from St. Tropez to Hydra. In keeping with the same, the brand showcased a collection dominant of a colour palette comprising pastel hues, pink, lilac and pale blue – ‘Bajac pastels’, as Castelbajac calls them – is the leitmotif used to create a wardrobe of cult items.

The collection features a waxed peacoat, a fine mariniere, pullovers, a mix ‘n’ match unlined men’s suit for an easy bon ton style.

In addition to the poudre hues of the brand’s iconic colour palette, every possible shade of blue, from marine blue to fine cobalt and the many délavé blues created with natural mineral dyes can be spotted within the collection.

“I wanted to create an exhibition in motion, to show even the younger crowd the revolutionary nature of Oliviero’s work, which is part of the brand’s heritage,” said Castelbajac.

Popeye the Sailor Man also appeared in the collection as a ‘green’ ambassador via a series of images that are digitally printed on T-shirts, sweatshirts and dresses.

Sustainability is a very important issue for Benetton, whose research laboratories have developed natural, non-toxic dyes and innovative products made of ecological materials, such as a trench coat made of paper and recycled fibres.

The Benetton Group is one of the best-known fashion companies in the world, present in the most important markets with a network of about 5,000 stores. It has a consolidated identity comprising colour, authentic fashion, quality at democratic prices and passion for its work.

The band’s commitment to social issues has always been a central feature through its campaigns and collaborations with leading non-profit organisations, which makes the public reflect on social issues of universal relevance.

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