United Shades of Benetton Taps Andrea Incontri as Resourceful Director – WWD



MILAN – United Colors of Benetton has appointed Andrea Incontri as its new artistic director, in charge of the women’s, men’s and children’s collections.

The designer’s initially selection will bow for spring 2023 and be presented in September through Milan Style Week.

Massimo Renon, chief government officer of the Benetton Group, mentioned he was “especially proud” of Incontri’s arrival since of his “drive, enthusiasm and investigation,” which will make it possible for the organization to surpass the benchmarks obtained around the yrs.

Benetton’s industrial and artistic prowess “has contributed to the increase of fashion sensibility and to the awareness of numerous social issues in the previous 50 decades of Italian historical past,” ongoing Renon.

The executive, who joined Benetton from Marcolin in April 2020, claimed that Incontri’s arrival “will deliver new electricity to a background of accomplishment passing by way of a generational change” primary to an “urgent redefinition of the social role of trend and prepared to put on.”

As an Italian, Incontri also expressed his pleasure in joining a firm and a brand that “has developed its record past the merchandise. In the same way to Tod’s, this is a family members undertaking that is ethically suitable.” The designer was the men’s inventive director of Tod’s for five yrs right until 2019. Benetton, he ongoing, “delivers an accessible and democratic job although respecting prime high-quality.”

Also, mused Incontri, it stands for “values and lifestyle that replicate modern-day humanism,” as it was a pioneer in embracing inclusion and range, as properly as sustainability as a result of its timeless and prolonged-lasting types, as nicely as a wardrobe of day by day necessities. “To simplify is far more challenging but a lot more fulfilling,” he reported.

Leveraging his architectural qualifications and methodical method, he stated he was intrigued in tackling the task also from the retail level of see, provided the significance of this distribution channel for Benetton. “The model has generally been targeted on presenting an knowledge to its consumers in its outlets.”

Incontri will be in cost of a new interaction campaign bowing at the finish of August presenting the brand’s slide selection.

“I am knowledgeable of and regard the fantastic work performed in conversation about the years, but I purpose not to repeat the exact same. We are making a new chapter in a purely natural evolution,” discussed the designer. Oliviero Toscani famously labored for many years with Benetton on its groundbreaking and controversial strategies.

The spring demonstrate will be staged in Milan’s expansive keep in Corso Buenos Aires – once again highlighting the relevance of the group’s retail channel – which will be refurbished. A new add-ons, knitwear and sneaker capsule will be section of the selection and quickly obtainable in shop.

Benetton’s core and storied enterprise, knits, “beautiful yarns, tough and democratic,” will proceed to be appropriate also for Incontri, who underscored the brand’s “bold and exact aesthetics” for both equally the product or service and the merchants.

Requested about his targets, Incontri responded with a metaphor associated to architecture, also presented how Benetton’s headquarters were being created by Tobia and Afra Scarpa and the creating elaborate of Fabrica, Benetton Group’s conversation investigation heart, was restored by Japanese architect Tadao Ando.

“Benetton is like a gorgeous palazzo with shut doors that has not revealed every little thing within however. I now would like to open its home windows and doors, to clearly show how a great deal elegance and tradition there is inside,” mentioned Incontri, who will also operate on Fabrica.

He claimed conference Luciano Benetton, with whom he also mentioned architecture and art, was a highlight. “He signifies the enterprise and the enterprise reflects his vision. Assembly him has presented me power and motivation.”

An architecture graduate from the Politecnico di Milano, Incontri, who released his namesake model in 2009, gained the men’s version of the “Who Is on Future?” talent lookup in 2010 in the accessories classification. The designer immediately prolonged his label to men’s don, providing collections with a sturdy attention to depth and use of substantial-conclude materials.

In 2012, he included a women’s collection, which manufactured its debut as section of the Italian Trend Chamber’s official style week agenda in February 2013. He reported he continues to produce his namesake brand name, in individual with custom-built patterns for artists and performers, while he underscored that his precedence is now Benetton.

By the pandemic, Incontri worked on quite a few tasks, including a ebook with Skira and building a vary of embroidered totes, when producing a capsule of cushions and chairs with Seletti, among other individuals. He also introduced with a friend, actress and Television set presenter Fiammetta Cicogna, a new sustainable jewellery line, identified as Inbilico, which employs recycled gold and lab-developed diamonds.

He is also continuing with his creative venture, called “Le Tipe Umane,” which he begun a handful of many years ago, submitting sketches of diverse kinds of women and figurines on his private Instagram account.

In Oct 2018, Benetton named vogue designer Jean-Charles de Castelbajac its new creative director, in charge of equally the men’s and women’s collections for the manufacturer.

This was a new part and one particular of the initially major techniques for the label, following the return of Luciano Benetton as chairman of the team in January that 12 months.

Luciano Benetton is one of the firm’s founders with his siblings Giuliana, Gilberto and the late Carlo.

As noted, Renon explained to WWD in Could at the reopening of the Paris flagship on Area de l’Opéra, that this is “a new era for Benetton,” adding that the enterprise was observing double-digit development in contrast to 2021 and with the goal of “going as near as [they] can to 1 billion euros in web sales” when rising profitability previously mentioned 2019 figures.

A component of achievements is the increased offer-through and revenue for each sq. meters, which he credited to a tightening of retail processes. “As we transfer far more toward direct-to-buyer, we know we have to be successful and well timed in what we supply into our retailers,” he reported.

Renon uncovered that although small business has returned to pre-pandemic ranges, the proportion of wholesale and immediate retail experienced transformed.

“[The latter] has developed to 60 percent of our turnover, by way of e-commerce and retailers like this a single, which is incredibly good. This is element of our system to be much less and a lot less intermediated by third get-togethers, to make Benetton into a brand somewhat than a outfits business,” which include on the generation facet, he continued.

The group’s physical stores and own network full some 4,000 stores.

Its homeland of Italy stays Benetton’s biggest market, accounting for all over 15 percent of its sales, adopted by India at 11 % and after that, South Korea, France and the Iberian peninsula.

The model has plans to reenter the U.S. market, exactly where it is only at the moment current by e-commerce, with the opening of flagships and the help of 3rd-bash retail partners.

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