United Colors of Benetton started in the 60s, but is best known as the colorful global fashion brand of the 80s. The style is very preppy, with a nautical touch-- always accentuating the full color spectrum. The ads featured super saturated primary colors, cool patterns and extra large logos. Alongside Hilfiger, Nautica, Esprit and Limited Express-- Benetton prominently sold fashionable and stylish basics, mis-matched in a variety of shapes and patterns.
This brand is also notorious for creating controversial ads featuring images unrelated to their products, but with strong political messages. Oliviero Toscani, the photographer given control over this marketing, helped mark a change in the political climate, especially in the 90s. These images created awareness of racism, interracial relationships, homosexuality, HIV, homelessness and violence through advertisements.
Check out our Etsy! We are always stocking vintage 80s and 90s United Colors of Benetton!