Benetton Democratic Fashion by Andrea Incontri – WWD
Milan — United Colors of Benetton is the epitome of democratic fashion, and creative director Andrea Incontri believes this philosophy will never change.
“I want to reach out to as many people as possible. I hope our products make them feel good. To me, that means being sustainable,” Sunday.
CEO Massimo Renon said Incontri grew up with Benetton and understands its social relevance. “Andrea is Italian and knows the history of the brand very well. Those were the key factors in appointing him to this position,” he explained.
He argues that a brand like Benetton needs a creative director. “Because the product is basic, but it also requires balanced and inclusive communication and a social media presence.”
“From day one, he had a clear vision. His fashion is never fussy.
Benetton is a pioneer in embracing inclusivity and diversity, and Incontri believes that “simplification is harder, but fuller.”
The designer was appointed to the top creative role for both the brand’s men’s and women’s collections in July, succeeding Jean-Charles de Castelbajac, who was appointed artistic director in October 2018.
Incontri was Tod’s men’s creative director for five years until 2019.
A graduate of the Politecnico di Milano, where he launched his eponymous brand in 2009, with a degree in architecture, he won the male version of Who Is on Next? 2010 Talent Search in the Accessories category. The designer soon expanded his label into menswear, offering collections with attention to detail and the finest materials.
A women’s collection was added in 2012 and debuted as part of the official Fashion Week schedule of Camera Nazionale della Moda in February 2013.
Incontri said Benetton’s core business of knitwear will continue to be a focus, as will color, another distinctive aspect of the brand. The designer thinks of a ‘easy-to-wear’ wardrobe that transcends gender, but also presents ‘light, printed and feminine dresses – cropped too.’
Leveraging his expertise in accessories, he plans to expand the category at Benetton, introducing new handbags, shoe styles and belts as part of the show and making them available in stores soon.
“We do not use animal skins in these accessories and instead introduce new sustainable materials.”
Incontri presents its spring coed collection in one of Benetton’s main Milano stores on the bustling Corso Buenos Aires shopping street. The store spans over his 10,800 square feet, which he renovated.