Andrea Incontri is new Benetton Creative Director

By

Sandra Halliday

Published
Jul 26, 2022

Italy’s Benetton has named Andrea Incontri as Creative Director of its women's, men's and children's collections. The SS23 collection, the first to be designed by him, will be shown in September at Milan Fashion Week.

But before that, a new ad campaign under Incontri's artistic direction launches through all channels as early as next month. It focuses on the United Colors of Benetton's AW22 collection.

The designer has his own label and also took over as Creative Director of Tod’s menswear collections in 2014, a role he relinquished in 2019.

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Benetton said that “thanks to his architecture studies and creative experience – expressed both through his own brand, in which he provided a cross-cutting view of fashion creativity, and through the creative direction of Tod's, where he demonstrated an ability to establish a dialogue between creativity and the market – Incontri encompasses the role of designer and design engineer.

“His style is rooted in what he calls ‘a formal subtraction’ and offers to guide Benetton towards a telling of the complexities of today's world”.

Benetton group CEO Massimo Renon added that the business recognises in him the "will, enthusiasm and research that will enable exceeding the goals that characterised the birth and history of our brand. Benetton is an industrial and creative enterprise that has contributed to increasing sensitivity towards fashion and raising awareness about many of the social issues facing Italy over the last 50 years.

“Incontri's arrival will bring new energy to a success story, one of a company and brand that wish to make a generational change and guide Italian industry in these years in which a redefinition of the social role of fashion and clothing appears urgent”.