Spring Summer 2024 collection
United Colors of Benetton has recently unveiled their Spring Summer 2024 collection by creative director Andrea Incontri, which he presented in Milan on 21 September at the Museo della Permanente.
He has chosen BE ON as the slogan for his new SS24 runway show, which he presented in Milan on 21 September at the Museo della Permanente.
“Be On” campaign aims to highlight the essence and values associated with the brand. Benetton has a long history dating back to 1965, and it has been known for its emphasis on color, knitwear, identity, and cosmopolitanism. Generational exchange is a central theme of this campaign, symbolizing a passage of experiences and sentiments between different generations, much like the gears of an old clock working in synergy.
The fashion show associated with “Be On” was spontaneous, simple, unique, and personal. and took place place in a vibrant and multi-colored setting, representing an agora (a public space), where color lines play a significant role.
Highlights
A diverse range of models, including men, women, and children, who represent real identities and family units. These families are described as multi-ethnic and multi-generational, underlining the democratic beauty of Benetton and the brand’s commitment to human sensibility. “Be On” seems to celebrate the idea that fashion by Benetton is for everyone and reflects the bonds of love, affection, and solidarity within modern communities.
Key Features
Incontri, the brand’s designer, combines practicality with the brand’s aesthetic heritage. He’s particularly interested in the interplay between what’s considered “iconic” and “reproducible” in fashion. Here’s a breakdown of the key elements.
- Iconic Knitwear: Knitwear is highlighted as the brand’s core business and a star attraction. It’s considered iconic and forms the foundation of the brand’s new basics.
- Polo Shirts and Stripes: The brand’s piqué and jersey polo shirts, as well as its signature stripes, are the elements that are reproduced in various styles, such as crochet or with added lurex threads.
- Vanisè Technique: This technique involves color plays and punching to create an evolution of the historic pin-up sweater, emphasizing the figure. Classic pieces like gilets, cardigans, and culottes are also given a new twist to become a modern Benetton uniform.
- Prints: The prints for the Spring/Summer 2024 collection include various fruits like bananas, blueberries, blackberries, strawberries, as well as daisies and dahlias. These prints are presented in pastel hues, painted in oil, and sometimes in 3D, providing a sense of “Recognizability” that bridges the gap between the “Iconic” and “Reproducible.”
- Knitwear with Loop Stitch: The knitwear with loop stitch has a 3D evolution, making it visually and tactilely appealing.
- Accessories: In accessories, like the Be Bag – the postbag 3.0 that has become something of a cult – and the new Pillow Bag, a soft shoulder bag that immediately brings to mind the idea of a “nest”.
