Word: benettons
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...image is arresting, perhaps too much so: a white hand and a black hand, both denim-clad and handcuffed together at the wrists. For Italy's Benetton, the ubiquitous purveyor of knitwear, the photo seemed ideal for its long- running ad campaign stressing harmony among the races. Ironically, the giant retailer now finds itself accused of racism. "Handcuffs do not convey brotherhood," says Donald Polk, president of the New York Urban League, which has been flooded with complaints about the ad from those who feel it depicts a black man under arrest. Says Vittorio Rava, Benetton's worldwide advertising head...
Instead, the youngsters move from fad to fad, called bumu (Japanese for boom). Last year it was retro bumu, which elevated the bulky, prosperous look of the 1950s to a new art form. Italian casual, inspired by Benetton, had its moment. So did leather jackets and vests for the Hell's Angels mode. And the prim little-girl look with button-up sweaters...
...first advertisers to embrace the rainbow look was Benetton, the Italian knitwear maker, which launched its "United Colors of Benetton" campaign in 1984. The ads picture handsome youths of diverse nationalities often standing arm in arm. The purpose of such ads is not just to appeal to ethnic customers who might identify with people in the ads but also to pitch an alluring sentiment of brotherhood. Esprit, a San Francisco-based sportswear company, went one step further by putting its employees in ads. Says Esprit spokeswoman Lisa DeNeff: "We sat up and said...
...sewed like a madman, buying only enough fabric to make the next dress. From selling clothes at a flea market, he progressed to making costumes for a discotheque and, with the help of his business partner, Bjorn Amelan, outfits for a trendy Right Bank boutique and for Benetton. By 1985, his own little black dresses, decorated with bows and buttons, were selling out at Bergdorf Goodman's. Now, with Warnaco behind him, Kelly is expanding rapidly, with 60% of his sales in the U.S. and a booming demand in Europe and the Far East...
...young and striving but currently impecunious; if you buy clothes at Benetton and the Gap and like your eat-in, take-out fast food cheap, light and stylish; and if you love decorative $2.99-to-$3.99 sandwiches so much you're willing to forgo the d, then San'wiches may be for you, though expectations are that it will take five years before the planned 500 are cloned nationwide...