Colors, faces, smiles and creativity
On 9, 10 and 11 November 2018 during Paris Photo, one of the world’s top fine art photography fairs, the shop windows of United Colors of Benetton’s Place de l’Opéra store were transformed into a great photographic set where the models were people passing by the store, both visitors to Paris and the city’s inhabitants.
Oliviero Toscani, Settimio Benedusi and a team of Fabrica photographers invited passersby to come in and have their picture taken. The portraits in large format were then projected onto some screens inside the window. Anyone could take part. The idea is that all together, the photos taken during the two days form a visual map of the population of Paris, one of the world’s most multi-ethnic cities, open to a melange of cultural influences.
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.