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Benetton chose Tehran, Iran for a new architecture competition to keep up with other big name fashion designers, like Prada and Chanel, who are branching into the world or building.

Benetton’s architectural fashion project will involve the construction of two skyscrapers in Iran’s capital city, no doubt designed and built in a way that will exude the sartorial flair of the Italian couture house.

BDOnline points out the project may be part of a PR stunt to win over the hearts of Iranian fashionistas since “activists recently set fire to a branch of Benetton in Tehran following claims in the local press that company founder Luciano Benetton had Zionist links.”

French architect Odile Decq argues differently, saying it was her vision to inspire female architects in Iran.

“[The contest] is interesting because of Tehran, because of the place and its architecture,” Decq said of her contest. “Not every country is easy to work in, but we have to go there and prove we can do something in relation to these countries.”

The gallery shows images of past Benetton campaigns, illustrating the fashion brand’s fearful approach to business.

This Benetton architecture contest is certainly a project to watch for. Iran is hot with undiscovered innovation, a niche Trend Hunter is eager to discovery more about.