United Colors of Benetton showcased at the Milan Fashion Week for the second time with Color Wave – the historic Treviso brand’s Spring/Summer 2020 highlights, under the artistic direction of Jean-Charles de Castelbajac. The collection takes its inspiration entirely from the timeless elements of the sea. The show was playfully hosted at the historic Piscina Cozzi swimming pool, a masterpiece of ’30s architecture, the perfect setting for conveying the French designer’s message: “Dive into fashion week with Benetton and enjoy the final days of summer,à la piscine”. Benetton Group is one of the best-known fashion companies in the world, present in the most important markets with a network of about 5,000 stores.
The sea, water, and sailing are the timeless themes of the United Colors of Benetton style, interpreted here as a metaphor for a voyage among the most beautiful and characteristic ports of the Mediterranean, from St. Tropez to Hydra. In this collection, a palette of pastel hues, pink, lilac, and pale blue – “Bajac pastels”, as JCDC calls them – is the leitmotif used to create a wardrobe of cult items. A fine marinière, a waxed peacoat, a perfect pullover, a chic, dynamic office look, a mix ‘n’ match unlined men’s suit for an easy bon ton style are the key items. Apart from the pastel hues possible shades of blue, from marine blue to fine cobalt and the many délavé blues are created with natural mineral dyes – all in homage to the season’s must-haves, white sweatshirts, and maxi T-shirts printed with images from Oliviero Toscani’s advertising campaigns. “I wanted to create an exhibition in motion, to show even the younger crowd the revolutionary nature of Oliviero’s work, which is part of the brand’s heritage”, explains JCDC.
Popeye the Sailor Man also makes an appearance in the collection, serving as a “green” ambassador, putting his famous strength to work to protect the oceans. His image appears on T-shirts, dresses, and sweatshirts in a variety of digital prints: sustainability is a very important the issue for Benetton, whose research laboratories have developed natural, non-toxic dyes and innovative products made of ecological materials, such as a trench coat made of paper and recycled fibers. In a world of short-lived trends, UCB offers a unique vision of well-made fashions designed for everyone.