Rapper Ghali is brand ambassador for Benetton, will create capsule collection

By

Sandra Halliday

Published
Mar 19, 2021

Benetton has named rapper Ghali as its United Colors of Benetton brand ambassador for this year and he’ll create a capsule collection for the label, something that’s an increasingly common part of face-of deals.

The Milanese rapper of Tunisian origin is currently in the studio working on his latest album, which should help attract extra attention to the brand.

It’s the first time the Italian label has partnered with an artist “who embodies its founding values of multiculturalism and integration”, it said.

Benetton added that he’s “already one of the most influential artists of his generation” and will create a capsule with accompanying content “that will celebrate both his and the brand’s values”.

Raised in the Milan suburbs, the rapper’s songs mix oriental and electronic sounds, “while the lyrics speak explicitly of dialogue and integration”, with verses in Italian, French and Arabic.
 
Company CEO Massimo Renon said: “We admire his style, his ideas, his attitude.” And Ghali added that “every opportunity to experiment and expand my art delights me”.