The Italian fashion brand has invited Andrea Incontri to take the helm of their Creative Direction. With a background in architecture, he has previously held the role of Tod’s Creative Director and has led his eponymous brand through several collections.
Since Benetton’s heyday in the 80s and 90s, the brand has faced severe challenges to return to that mainstream popularity. The Benetton Group has attempted several refresh campaigns, hiring new talent and their first holding runway shows, and the new appointment of Andrea Incontri hopes to revive the brand’s relevance for future collections. In Massimo Renon's – Benetton's CEO – own words “Incontri’s arrival will bring new energy to a success story, one of a company and brand that wish to make a generational change and guide Italian industry in these years in which a redefinition of the social role of fashion and clothing appears urgent.” Incontri’s first collection for United Colors of Benetton will debut at Milan Fashion Week this fall.
