UNVEILS A CREATIVE CONFLUENCE OF ART & FASHION IN INDIA~
~RHEA KAPOOR HOSTS THE FIRST EVER INSTAGRAM LIVE AUCTION AT THE REVEAL~
New Delhi, 14th March 2019
Echoing its long standing dedication to art, Benetton India revealed an exclusive collectible line in the capital today in collaboration with established artists of the country. The creative collectible line, titled #UnitedbyArt,was unveiled by the talent powerhouse & leading voice of fashion Rhea Kapoor at the ongoing India Fashion Week by FDCI.
The new Benetton communication renews the theme of “Social Integration” globally, that has long been dear to the Benetton brand, imbuing it with new meaning and urgency. Keeping this as a broad spectrum, Benetton has curated anart collective with leading artists of India. This synthesis aims to promote cross-generational dialogue about the subject through the medium of art.
Renowned worldwide for its colors, knitwear expertise and social commitment with a blend of Italian style and global research, Benetton collections present on trend, quality outfits, in the respect of the environment and with the goal of creating a brighter future for all humans. This is the first edition keeping the aesthetic of empowering artists and integrating fashion for story telling by introducing a capsule collection of special polo shirts with the artworks.
The artists who are part of this coveted project are –
- Bhaskar Rao Botcha
- Julio D’ Souza
- Sachin Jaltare
- Sachindranath Jha
- Siddharth Shingade
- Aarushi Kumar Patel
- Bandana Kumari
- Illoosh Judge Ahluwalia
Art forms the DNA of Benetton linking it back to Imgao Mundi – the art collection of works commissioned and collected by Luciano Benetton on his travels around the world including India – Art without borders and Fabrica, the research centre which is an integral part of Benetton group.
Excited about this unique initiative, SundeepChugh, Managing Director & CEO, Benetton India said, “Benetton is a brand built on innovation. For the past twenty-fiveyears creativity and social relevance has been central to our culture and we have consistently strived to do business in a way our associates, partners and customers can be proud of. Art is very close to Beneton and this special collectible line is our committment to empower the artists and bring them to the forefront. We are proud to see the paintings coming alive with the first collectible line; every artwork has a creative story to tell keeping the core of Benetton in mind.”
The highlight of the reveal was the first ever Instagram LIVE auction. Rhea Kapoor invited popular fashion influencers to support the initiative by taking the auction LIVE and securing the first1965 likes on one of the coveted polo shirts to win the collectible. Integration of heritage & philosophy was seamless celebrating the Benetton DNA.
Sharing her excitement on being a part of the first of its kind initiative by Benetton, Rhea Kapoor said “I am elated to be a part of this significant creative platform by Benetton in India. Benetton is a brand, which has always been close to my heart. It is a brand that a generation has grown up wearing and connects with, not only within the realm of fashion, but for its path-breaking socially relevant campaigns over the years. The #UnitedbyArtis a commendable effort to celebrate fashion & art and would love to see more & more artists being recognized under the realm of this initiative.”
The avidity in the air was palpable as guests arrived to witness a celebration of the history of craftsmanship; a signature of Benetton, reflected in the special collectible line.
About Benetton Group and United Colors of Benetton:
Benetton Group is one of the best-known fashion companies in the world, present in the most important markets with a network of about 5,000 stores. A responsible group that plans for the future and lives in the present – with a watchful eye to the environment, to human dignity, and to a society in transformation – the Group has a consolidated identity comprised of colour, authentic fashion, quality at democratic prices and passion for its work. These values are reflected in the strong, dynamic personalities of the United Colors of Benetton and Sisley brands.
United Colors of Benetton’s commitment to social issues has always been a central feature of the brand that, through its communications campaigns and collaborations with leading non-profit organizations, makes the public reflect on social issues of universal relevance.