United Colors of Benetton’s latest line will feature works by Indian artists

Benetton India has collaborated with artists from across the country for the launch of an exclusive collection titled ‘United by art’.The five-decade-old company has made uniting art, people and causes a mission statement.An ad campaign in 1991 put the spotlight on same-sex love, adoption and racial diversity long before these topics were openly discussed, let alone advertised and endorsed on large hoardings around the city. In a similar vein, the AIDS awareness campaign featured condoms in colours of the rainbow—again, a clever take on colour and unity wrapped in one.Now, in 2019, Benetton brings its longstanding relationship with art to the fore to push boundaries. Early on in his career, Luciano Benetton himself initiated the Imago Mundi (image of the world) project, and travelled far and wide, even to India, for it. “Imago Mundi is a cultural, democratic and global project that looks to the new frontiers of art in the name of coexistence of expressive diversity,” he said of the initiative. And so, for spring/summer 2019, Benetton found its way into India as #UnitedByArt.

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