Benetton unveils new Clothes for Humans campaign

Benetton has unveiled a new marketing campaign and creative platform, called Clothes for Humans to help increase “respect” for the brand and to celebrate “everyday moments and everyday emotions”.

To achieve its aim the Italian brand, which was famous for its controversial ads in the 1980s and 1990s, has divided its collection into three categories “dress up” for work “dress down” for informal occasions and “dress to move” for training and sport.

The campaign will include advertising, digital and social media activity as well as in-store activations. Benetton will also produce a quarterly publication dedicated to “the way human beings dress”. The "magalog" features Benetton collection images as well as editorial content about clothes around the world.

Benetton's new quarterly Magalog

All of the actiivity is centered on Benetton’s manifesto which is: “We make clothes for humans that come in different colours. And different shapes. Humans that hold different beliefs. Humans that live lives in different places. All humans.”

Benetton chief product and marketing officer John Mollanger told Marketing Week that the brand was no longer out to shock with its ads but to engage more with customers on an emotional level and to be more focused on product.

“[The style of life] is about making sure we express the three founding values behind our brand, which includes our knitwear, social commitment and bright colours, and that we express them in a way that is more authentic to people’s activities and emotions,” Mollanger said.

Benetton gained huge profile in the past with its controversial and thought-provoking adverts which challenged prejudice and dealt with taboo subjects. It has always taken a stand against racism, playing on its United Colors of Benetton strapline, which refers both to the brand's colourful collections and a celebration of the diversity of the human race.

Benetton Hearts ads from 1996

In recent years Benetton has lost ground to fast-fashion rivals such as H&M and Zara in the consciousness of the consumer but will no doubt be hoping to be front of mind again with its new campaign.