First runway show for United Colors of Benetton
The Rainbow Machine is United Colors of Benettonâ€™s first-ever Milan Fashion Week runway show, a tribute to industrial production, innovation and colour.
The Rainbow Machine is United Colors of Benettonâ€™s first-ever Milan Fashion Week runway show, a tribute to industrial production, innovation and colour. â€œRainbowâ€ represents a vision shared by Luciano Benetton and Jean-Charles de Castelbajac. â€œLuciano and I are all about colourâ€, says the French designer, who explains that the collectionâ€™s palette will be mainly based on the primary colours of the rainbow â€“ yellow, red, green, blue â€“ with some touches of black.
â€œMachineâ€ is a tribute to Benettonâ€™s great industrial tradition, its know-how and its one-of-a kind technological expertise. The runway will feature actual knitting machines in a set with enormous close-ups of products photographed by Oliviero Toscani.
UCB has chosen to stage a show with ideas that represent only a part of its seasonal production, but which embody the new creative direction the brand is taking. A disciplined, pared down fashion that reprises some of the iconic pieces that are in every fashion loverâ€™s wardrobe.
They are â€œupdated basicsâ€, designed by JCDC, who identified the strongest characteristics of the Benetton DNA and enhanced them to create a collection that is both up to date and conceptual, while remaining deeply rooted in the brandâ€™s heritage. The collection pays homage to original features of the brand â€“ like the logo, the color element (particularly green), garment-dyed knitwear and a certain sporty, easy chic attitude â€“ that, over the past 30 years, have made fashion history.
It is a style that is extremely strong in terms of identity, which is not surprising considering how identity has always been fertile ground for reflection for UCB. Today, when all the brands embrace the concept of inclusion, Benetton stands out for its pioneering spirit.