Benetton – Jonatan Mantle

„The traditional stores were going to die … and we killed them”

Luciano Benetton – the man, who made one of the biggest corporations on the italian market and the most controversial campaign all over the world.

His story from rags to riches begins in Treviso, just after the II world war and leads to powerful fashion empire. Friendship with photographer Oliviero Toscani (who had shot all best campaigns), strong family bonds, giving F1 team management to playboy Flavio Briatore were milesones for Benetton but also created the brilliant story to tell.

„We did not create our advertisements in order to provoke, but to make people talk, to develop citizen consciousness”