Milan Fashion Week has just about kicked off and Italian brand Benetton has presented its new collection for the first time on the catwalk. This new collection created by the French designer Jean-Charles de Castelbajac has for objectives to revive the brand.
Castelbajac has said about the brand that “Benetton had been a little sleepy for the past ten years, because it had started competing with ‘fast fashion’ houses and it was losing its DNA”.
The first show of the Milan Fashion Week began with a homage to Karl Lagerfeld who passed away the day before. The show took place in a fictional workshop where tailors were cutting and stitching new creations.
The name of the collection is ‘Rainbow Machine’. The clothes are colourful and eco-friendly. The goal is to make them affordable but always good quality.
“We went back to basics with this collection, prioritising the Benetton look, colours and symbols, but with another generation in mind: millennials” according to Castelbajac.
In 2017, the brand suffered of a enormous loss. To bring the brand back to former glory, Jean-Charles de Castelbajac revived the previous collaboration with the photographer Oliviero Toscani. He was responsible of the advertising campaigns of the brand between 1982 and 2000. Consequently, he contributed to the global success of Benetton.