United Colours of Benetton has recently appointed a new global creative director, Andrea Incontri. And after a long wait, we can finally get a glimpse of his first collection.
Massimo Renon, CEO of UCB, said that he believes in Andrea’s agile signature style for re-inventing the company’s image in fashion sector. The ideals of company which are freedom, identity have been interpreted in a contemporary way. Hence this collection is known as “BE EVERYTHING”.
Andrea Incontri appears completely at ease in his new surroundings, the recently renovated United Colours of Benetton store in Mumbai’s shopping district. He wore sand-coloured neutral pants by Prada, and a pair of black Vans with tiger embroidery.
The democratically dressed former menswear design director of Tod’s is a clear mix of high-end high street with luxury and a final touch of comfort.
We begin our conversation as he prepares to present his spring/summer 2024 collection in Mumbai, and he tells the story of his first collection as creative director.
His first recollection of Benetton is of a pair of Velcro sneakers that he so adored that he insisted his mother buy in two different colours. As an Indian child growing up in the globalised ’90s, my personal memory of Benetton is of T-shirts with the word “BENETTON” printed across the front.
“BE EVERYTHING” is the name of new collection by Andrea Inontri. This collection invites you to fully express yourself and be anyone and anything you desire. Andrea Incontri’s latest SS23 Collection is notable for its democratic aesthetic and global spirit. Knitwear, colour blocks, and stripes, icons that are ingrained in the Benetton DNA—are updated with a contemporary twist.
The atmosphere of the new season is set, and the Women’s Collection is defined by an abundance of cherries, apples, and pears in various sizes, in glossy or sorbet colours, printed, or inlaid. New knitwear, including sweaters manufactured with recycled yarns and available in a wide range of knits, colours, and fabrics, is a standout item in his collection.
The exclusive Be Bag series in Saffiano eco leather is back; it was first introduced in September and is now being offered in new hues and forms.
His new collection was showcased at Taj Lands End, Mumbai recently. Some glimpses of his Spring/Summer collection titled “BE EVERYTHING” are shown here:
Incontri was in Tokyo, Japan, only a month ago. He travelled to Delhi after some time in Bombay, then to Korea the following month. He tells us, in wonder at this new world he has seen, all thanks to his transatlantic job, “I learn all the time, the new products, new markets, and new clients, all the time.” The focus was on the story and message at Tod’s, Max Mara before that, and a number of other prominent luxury businesses he has previously led. He tells us that his switch to the high street could have had restrictions.” With rapid fashion, there is no narrative, just tools and merchandise. Yet, Benetton is a fashion company with a lovely tale. And right now, it feels brand new to me.
As Incontri leads the brand into the future, he focuses on sustainability as well as large, clear messaging that can cut across the many borders the brand now occupies over 120 to be exact. “I hope to learn and adapt to their culture in every country we visit, and to create that exploration and experimentation that is at the heart of Benetton,” he says. The brand recreated Villa Minelli, Benetton Group’s global headquarters in Ponzano, Italy, for the evening event at the Taj Lands’ End. With that, he displayed his collection of eco-leather garments and accessories, light knits resurrected from the archives of Benetton’s beginnings in knitwear, and a clear messaging that relied on the brand’s icons—polos, slides, bags, and that quintessential Italian ease of living.
I am so excited about this new collection which will be made available to public in September. Please look forward to this new collection.
