Benetton's campaign to focus on real emotions

With an aim to break away from fashion stereotypes and focus on real moments and emotions, clothing brand United Colors of Benetton (UCB) has come out with a new campaign — Clothes for Humans.
Clothes for Humans will be the force behind three product lines, a global campaign, a new website and a series of in-store initiatives and materials, including the “magalog”, a hybrid between a magazine and a catalogue that will be distributed in Benetton stores worldwide, read a statement.
With the campaign, the brand wants to put across a message that fashion is for all irrespective of colour or size.
Reflected by the three new product lines, the Clothes for Humans philosophy comes to life this summer as a creative platform characterised by a core idea — that Benetton explores the most honest and ‘human’ moments of emotion that are relevant to clothing — conveyed through a fresh, quirky tone of voice.
The three lines are — Dress Up: the smart elegance for work and special occasions; Dress Down: the relaxed style for every moment of the day; Dress to Move: functional garments for a sporty lifestyle.
The three product lines revolve around knitwear.
The advertising campaign shows diverse and expressive real people — a woman eating take-away food in front of an empty open fridge, a group of girls drinking wine at an informal party and two young siblings cutting each other’s hair.
The Italian clothing brand has also come out with a new website benetton.com, in which a simple but contemporary design will take on the task of letting current and new customers into the Benetton world.
A section called Identity will introduce the user to the three elements — knitwear, colour and social commitment — while another section called Clothes for Humans will present the new design philosophy and help the customers match their mood with the three lines of clothing: Dress Up, Dress Down and Dress to Move.