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> Fashion Label Category B
Benetton | Casual wear for men, women and children increased and the company diversified from its original woolen garments to cotton and denim. Then, during the 80s Benetton sunglasses, watches, bags, shoes, glove, hats, jewelry and even car parts appeared. Production of Benetton cosmetics also started and included a women's frangrance known as Colors of Benetton. The success story began in 1955 when Luciano Benetton, the eldest of four children, was only 20 years old and working as a salesman in Treviso. He realized that people wanted colors in their lives and especially in their clothes. He sold a younger brother's bicycle in order to buy the first second-hand knitting machine, and began to market a small collection of sweaters to local stores in the area of Veneto. The positive reaction to his designs was only the beginning of a solid start. Soon after, he asked his sister and his two younger brothers, Giberto and Carlo, to join him. In 1965, the Benettons opened their first store in Belluno and the year after in Paris, with Luciano as chairman, his brother Giberto in charge of administration, their younger brother Carlo running production, and Giuliana as a chief designer. Its core business is clothing with the casual line marketed as the "United Colors of Benetton", a fashion-oriented "Sisley" division, "Playlife" leisurewear, and "Killer Loop" streetwear brands. Their products include womenswear, menswear, childrenswear and underwear and they have recently expanded into toiletries, perfumes, exclusive watches and items for the home such as kitchen accessories and baby products. Benetton has been known for producing a long-running series of controversial, sometimes offensive, advertisements that have caused a number of media critics to accuse the company of deliberately creating controversy in order to sell its products. This publicity campaign originated when photographer Oliviero Toscani was given carte blanche by the Benetton management. The advertisements, entitled "United Colors of Benetton", have included images that are apparently unrelated to the clothes sold by the company, including scenes of a man dying of AIDS, panicking crowds jumping off of a sinking ship, a bloody, unwashed newborn baby, a collage consisting of the genitals of many people of various races, a man whose mouth is stuffed with American dollar bills, and a death row inmate. The only caption included in these pictures is the Benetton logo.
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