Benetton Uses Everyday People for its Fall/Winter Campaign

By: Alexander Riley - Published: Aug 9, 2010   Updated: Jun 1 2011 • References: benettongroup and forums.thefashionspot
In an industry saturated by synonymy, it's refreshing to see a group of non-models chosen for a campaign. Photographed by Josh Olins, Italy-based fashion brand Benetton has decided to use street models for their Fall/Winter 2010 advertisements.

Chosen through an online search, the 20 models hail from different countries spread across the world. What is your opinion on Benetton's vibrant campaign images?

Implications - Supermodels are great for ads, but sometimes the perfect imagery can make consumers second guess purchasing the product if they don't look stunning with it like the models do. This has shoppers wishing for a brand that represents who they are so that they feel less self-conscious about themselves. Campaigns like this Benetton ad will help consumers feel more comfortable approaching a brand that's friendly and accessible to all.