From 14 to 21 December 2018, 1pm to 8pm, the shop windows of United Colors of Benetton’s store in Piazza Duomo in Milan, were transformed into a great photographic set where the models were the people passing by the store and the city’s inhabitants.
Oliviero Toscani and Settimio Benedusi with Federica Belli and Nicola Pianalto from the Fabrica’s team invited passersby to come in and have their picture taken. The portraits in large format were then projected onto a screen inside the window. Anyone could take part. The idea is that all together, the photos form a visual map of the population of Milan.
The search for creativity and talent also included a portfolio review open to anyone who wanted to present their work to Toscani and the Fabrica team.
Openness to difference and the image culture are two of the mainstays on which Benetton, one of the world’s best-known fashion brands, has built its identity and its fortune.