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    Benetton

    Benetton Group S.p.A., global fashion house, headquartered in Treviso, Italy. The brand’s name originates in the surname of the founding family that established their business back in 1965. Although Benetton became a Multi-Label brand during the last 50 years, branching out mainly into fragrances and toiletries, the main business still remains casual clothing for women, men and children. In the early 90s, Benetton became widely known through a provocative ad-campaign by Oliviero Toscani, an Italian photographer. Toscani featured shocking images of controversial topics such as war and AIDS. The campaign triggered more than 800 complaints and got even featured in Guinness World Records. Ten years later, in 2011, Benetton made headlines again, this time featuring an ad-campaign called ‘Unhate’. Amongst others, Benetton displayed Barack Obama kissing with Hugo Chávez as well as the Pope kissing an Egyptian Imam. The bold campaign almost ended in a law suit with the Vatican, which Benetton only avoided by withdrawing the images from billboards and magazines.
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