United Colors of Benetton is celebrating its 50th anniversary by opening its archives and revamping some of their most outstanding products from the company’s last five decades (1960s, 1970s, 1980s, 1990s and 2000s). They presented “A collection of US”, a capsule collection made up of four segments to be delivered in the next four months, each inspired by five generations of knitwear and of women who influenced the history of Benetton, who are also the protagonists of the celebrative ad campaign “WE Benetton Women Empowerment program”.

The capsule collection reflects the brand's heritage and is inspired by five decades of know-how and love of experimentation in knitwear and color. The first capsule, UCB Identity, is a tribute to the brilliant architect Tobia Scarpa, who designed the company’s headquarters and its stores. It is characterized by geometric lines and bright colors. The second one, the Nutcracker, is a mini collection reminding of the eternal charm of classical ballet and all elaborate knitwear know-how in needlework and special knitting techniques. The Carnival one is inspired by Benetton’s well-known colorfulness and the fourth one, Sport Capsule, by everyday sportswear and casualwear.

Their celebrative campaign fully embraces the spirit of the collection and involves women from the five different decades of the Benetton history: each of them tells a story linking individuals to ideas, generations to revolutions, style to social change. It is connected to the Benetton Women Empowerment Program which - following the United Nations Sustainable Development Goals for 2030 – aims to achieve gender equality and empower all women and girls. The next two year, the company is planning to invest 2 million Euros aimed at granting a sustainable livelihood to women in the RMG (Ready Made Garments) sector.

Benetton archive capsule collection
Benetton archive capsule collection


Archive set-up
Archive set-up


Archive set-up
Archive set-up