Those of a certain age will be familiar with this OG fashion label. A cult brand during the 1980s and 1990s, United Colors of Benetton was not only highly sought after for its colourful casual wear and knitwear but also for its thought-provoking social messages.
Its ad campaigns, including some that were considered borderline scandalous, portrayed multiracial families, AIDS activists, environmental disasters, terrorism, and other controversial topics ahead of their time.
The Italian brand may have fallen by the wayside with the rise of fast fashion, but it still has plenty to offer. In Singapore, it aims to be buzz-worthy again, starting with a newly opened flagship store at 313@Somerset. Occupying 122 square metres on Level 2 at #02-43, Benetton promises a diverse and vibrant fashion experience with its latest Fall/Winter 2023 collection, dominated by knitwear, colour, and stripes.
Clothes are fluid, fun, and designed to empower everyone to be themselves. Look out for knit pieces with nature-inspired motifs such as flowers, mushrooms, and bunnies; rugby shirts that are part preppy, part athleisure; and tailored outfits featuring flattering silhouettes and statement pieces.
There are also lots of accessories to choose from, ranging from caps and scarves to bags, totes, purses, and footwear. The children’s collection is suited for toddlers to 14-year-olds.
As for addressing social and cultural issues, Benetton will continue to do so, just like what it did decades ago. Guided by the vision of creative director Andrea Incontri who was appointed in 2022, the brand says it will “participate in a project of values that involves not only clothing but a wide range of cultural issues concerning the variable aspects of modern humanism”. Exactly what that means remains to be seen.
United Colors of Benetton, which is managed by the Al Futtaim Group in Singapore, also has a 50-square-metre pop-up store in the men’s department at Takashimaya D.S. (Level 3). The collections are also available online at Lazada and Zalora.