It looks like orange is in this season – at least over at United Colors of Benetton. Last week the retailer started selling a limited-edition orange dress to support a UN campaign calling for an end to violence against women.
“One woman for all. All women for one” is the message that accompanies the perky dress’ ad campaign which promotes equal opportunities and non-discrimination.
Receiving the most promotion is an image featuring six models which, in the words of Benetton, are “ready to perform a wide range of occupations – from doctor to artist, from student to athlete, from soldier to mother”.
Personally, we can’t see Miss far-left in battle, despite her army get up, but not everyone is as cynical as us:
[Translation: I like a lot… Benetton, it’s nice… colours, it’s nice… the two together, it’s nice… Well, it’s cool…]
There are several other ads in the campaign, all shown on the Benetton website.
The orange dress is a reference to Orange The World, a 16-day campaign by the United Nations to raise awareness of violence against women and girls which started on International Day for the Elimination of Violence Against Women (25 November).
According to the UN organisers: “As a bright and optimistic colour, orange represents a future free from violence against women and girls.”
Proceeds from the Benetton dress, which is only available online, will be entirely donated to UN Women, say the clothing manufacturer.
The campaign marks an attempt by the former garment giant to reassert its late-80s/early-90s heritage as a brand aligned with wider societal issues.
During this period photographer Oliviero Toscani art directed a number of shocking, genre-busting ad campaigns featuring images such as AIDS activist David Kirby on his deathbed and a bloody, newborn baby.
The latter prompted more than 800 complaints to the British Advertising Standards Authority during 1991 and was featured in the reference book Guinness World Records 2000 as ‘Most Controversial Campaign’.
In recent years, however, Benetton’s image has suffered as an increasingly competitive high-street environment has sucked away its cool.
In terms of power the campaign’s video punches much harder than the ads.
Maybe more of this please Benetton?
ZEFFADELICA 