BE FAMILY

For over half a century, we at United Colors of Benetton have been bringing families worldwide optimism and harmony, dressing children, adults and the elderly in our colorful and essential garments.

However, the concept of family is fluid, constantly evolving. Today, it’s defined by individuals who are not necessarily bound by blood but who actively choose to stay close and plan their futures together while living in a society that tends to isolate us

The United Colors of Benetton SS24 Campaign features a variety of modern families. They are of different ages, ethnicities and compositions. All the families, however, share a unique intimacy and a deep and inseparable sense of belonging.

Maggie and Hicham appear with their daughter Nora Jane in a sweet and joyful setting. Twins Hazel and Kirsty’s carefree nature shines through, as does the mutual understanding of friends Eliano and Patient. Also featured, Japanese filmmaker and surfer Wataru, George and his mother Yin, Elliot and Oti with their father Sven, Tess with her older brother Louis and Abdoul with his younger sister Sarah. Last but not least, contemporary couples like Hugo and Hilde, Eva and Camille, Harley and Ousman.

Our garments take center stage in the images. Stripes, colors, knitwear, fabrics: Benetton’s iconic style emphasizes the connections between the people featured in the campaign while highlighting their belonging to a broader community that transcends geographical and generational boundaries, to create a universal family that embraces everyone and leaves no one out.

BE FAMILY.

Creative Direction:
Andrea Incontri

Photography:
Giampaolo Sgura

Styling:
Jacob K

Hair:
Franco Gobbi

Make-up:
Luca Cianciolo

Casting:
Barbara Nicoli & Leila Ananna

Cast:
Maggie Maurer, Hicham Ghazaoui, Nora Jane Joy Ghazaoui Maurer
Sven Schumann, Elliot Schumann, Otis Schumann
Louis De Weirdt, Tess De Weirdt
Eva Gkiola, Camille Cornillon
Hilde Janse, John Hugo Napier
George Kaposy, Yin Fooks
Hazel Orbell, Kirsty Orbell
Wataru Nishino
Harley Ogbekene, Ousman Sane
Abdoul Gonçalves, Sarah Yameogo
Eliano Sastropawiro, Patient Mine JZ-E