United Colors of Benetton collaborated with the Depop app on a curated collection of archival records
Fashion is power! Controversial 90s brand United Colors of Benetton has teamed up with next-generation social shopping app Depop on a curated collection of archival records
United Colors of Benetton was way ahead of its time.
Built on innovation, the world-famous controversial brand paved the way for diversity in the fashion industry long before inclusion became popular.
Depop is the social shopping app where the next generation comes to buy and sell unique fashion, extending the life of millions of garments.
Both committed to being diverse and forward-thinking companies that are kinder to the planet and kinder to people, it’s no surprise the two would work together.
Depop sellers from the US and UK have curated a collection of rare vintage and archival Benetton pieces, which will be available for purchase in the Depop app from May 31.
Bring Back: Today a curated collection of rare vintage and archival Benetton pieces, handmade by Depop sellers, is available on Depop
Real: Like the Benetton ads in the ’90s, the Benetton x Depop campaign aims to spotlight members of the Depop community who stand up for what they believe in
“This partnership with Benetton extends our efforts at Depop to continue working with community-focused brand partners who share similar brand values to ours,” said Steve Dool, Global Head of Brand Partnerships.
“Benetton’s longstanding reputation for challenging convention and advocating for inclusion in their creative campaigns aligns directly with Depop’s stance.
“Through this partnership, we are not only engaging our seller community to extend the life of some of Benetton’s most coveted garments, but also partnering with Benetton to enhance the representation and empowerment of creative self-expression that we both strive to support.”
‘Thanks to Depop’s second-hand store model — a fundamental element for sustainable fashion — Benetton is also entering the circuit in a contemporary and original way’
Trailblazers: The campaign features @YouthClubStore, @ArchiveSix, @Ayo and @Hadiyahh
Like the Benetton ads in the ’90s, the Benetton x Depop campaign aims to spotlight members of the Depop community who stand up for what they believe in.
The pioneers include @YouthClubStore who is committed to promoting a more conscious consumption of fashion, @ArchiveSix who speaks about her empowerment as a POC businesswoman and dancer @Ayo, about the importance of self-love and self-acceptance.
Also in the campaign is @Hadiyahh who is passionate about the representation of real female bodies in the media.
“As part of United Colors of Benetton’s innovation process – whose main goal is to renew the brand and gradually make it more attractive to young generations – we are pleased to announce this prestigious partnership with Depop, the innovative global online platform specialized in selling vintage products,” said Massimo Renon, CEO of Benetton Group.
‘Thanks to Depop’s second-hand store model — a fundamental element for sustainable fashion — Benetton is also entering the circuit in a contemporary and original way.
Iconic: ‘Our vintage garments that made history are brought back to life through Depop, which shares with us the same creative language and the same values of diversity, inclusion and sustainability’
The full range of vintage Benetton items will be available to shop through the Depop explore page from May 31
“Our vintage garments that made history are brought back to life through Depop, which shares the same creative language and values of diversity, inclusion and sustainability.”
All of the rare, archived Benetton products in the collection and campaign come from 15 Depop sellers in the US, including @nostalgic_threadz, @throwbacksvintage, @thegrungedoll, @mineclothingshop and @heynicholevintage.
The full range of vintage Benetton items will be available to shop from May 31 through the Depop explore page.