During the last edition of Milan Fashion Week, Andrea Incontri, creative director, Benetton, disclosed his first entirely designed collection.
Within this sci-fi environment, the designer disclosed a new modern synthesis of Benetton's heritage seen with modern eyes through a potentially endless cycle of products that can continue to be worn from mother to daughter and by future generations."By designing this collection I expressed some key aspects in Benetton's specific identity, which go being its renown sense of color and wide palette," explained Incontri.
"More elements are important in this collection like, for instance, knitwear, which is a milestone for this brand. I interpreted it in different weights, including super light Mohair ones, in different lengths and fits, by mixing shorter and longer items along with lighter and more fitting ones, and hues, as I assembled, for instance, clashing colors like tangerine with pink and lavender."
He also pointed out how vectorial graphics obsessively return through pop pattern motives like the rabbit, the mushroom and the flower. "As I am an architect I like the idea to reproduce 'organic' patterns while reinventing them graphicly, like, for instance, in a pixelated way and as if they were 'frozen'," he continued while explaining how other graphics like dots or huge stripes help the collection get a stronger visual impact.
"It's a challenge being able to include both aspects in the same product," he continued, underlining the importance that he retains in creating product that last long and can be passed through generations.
Along with that he also underlined how he personally believes in the importance to use materials that impact as less as possible and are cruelty-free as the eco-fur coats, perfectos and jackets and eco-nappa leather trousers.
Benetton's sustainable criteria
Benetton Group is actually strongly involved in pursuing a responsible approach as a series of sustainable criteria.
The Group is also committed to ensuring that the supply of the raw materials it uses are carried out sustainably, minimising negative social and environmental impacts in all phases and processes, in line with local laws and international standards and don't cause degradation or destruction of the ecosystem and biodiversity. Along with that it is engaged in reducig the use of synthetic fibers by gradually substituting them with fibers obtained by recycling already existing synthtic-based materials.
Furthermore, ensuring ethical sourcing practices is an integral part of Benetton Group’s commitment: the raw materials used in all its clothes have to be produced in order to contribute to sustainable development, by respecting human rights and preserving natural resources.
In 2019, Benetton Group approved its strategy on the use of sustainable materials. In defining sustainable materials, for instance, Benetton Group requires the use of third-party certification schemes (if available) in order to ensure the integrity of supply practices.
In order to measure its progress, Benetton Group also contributes to the Textile Exchange’s Corporate Fiber and Materials Benchmark and consults the Material Change Index to orient its sourcing strategy.
Additionally, it follows the development of PFM Matrix (Preferred Fiber and Material Matrix) that combines quantitative and qualitative data that allow for detailed comparisons within each specific material category according to impact criteria that include soil health, water contamination, human rights, and animal welfare.
Among the future goals the group has set, it aims to use 75% sustainable materials and 100% sustainable cotton by 2025, and 20% recycled wool by 2030. Until now it only uses 5% viscose fibers, but aims to increase this percentage in the near future.
Moreover, since 2013, Benetton Group has been partnering with Greenpeace’s Detox Program in a joint effort to lead the textile industry towards the complete elimination of hazardous chemicals from manufacturing – both in the name of consumer safety and for the benefit of local communities around the world.
For these reasons also in 2013 Benetton joined ZDHC group and in 2017 it joined SAC (Sustainable Apparel Coalition), with the aim of creating synergies to reach a common solution in the textile industry, avoiding solitary and ineffective initiatives, and further strengthen its commitment to environmental sustainability.
As happened in 2016, 2018, and 2021 Benetton also joined the Detox Campaign as presented by the "Self Regulation: A Fashion Fairytale" report published by Greenpeace.