Clothing brand Benetton's campaign to focus on real emotions

With an aim to break away from fashion stereotypes and focus on real moments and emotions, clothing brand #UnitedColorsofBenetton (UCB) has come out with a new campaign -- Clothes for Humans.

Clothes for Humans will be the force behind three product lines, a global campaign, a new website and a series of in-store initiatives and materials, including the "magalog", a hybrid between a magazine and a catalogue that will be distributed in Benetton stores worldwide, read a statement. 

With the campaign, the brand wants to put across a message that fashion is for all irrespective of colour or size. 

Reflected by the three new product lines, the Clothes for Humans philosophy comes to life this summer as a creative platform characterised by a core idea -- that Benetton explores the most honest and ‘human' moments of emotion that are relevant to clothing -- conveyed through a fresh, quirky tone of voice. 

The three lines are -- Dress Up: the smart elegance for work and special occasions; Dress Down: the relaxed style for every moment of the day; Dress to Move: functional garments for a sporty lifestyle.

The three product lines revolve around knitwear.

The advertising campaign shows diverse and expressive real people -- a woman eating take-away food in front of an empty open fridge, a group of girls drinking wine at an informal party and two young siblings cutting each other's hair.

The Italian clothing brand has also come out with a new website benetton.com, in which a simple but contemporary design will take on the task of letting current and new customers into the Benetton world. 

A section called Identity will introduce the user to the three elements -- knitwear, colour and social commitment -- while another section called Clothes for Humans will present the new design philosophy and help the customers match their mood with the three lines of clothing: Dress Up, Dress Down and Dress to Move.