March 28, 2013

Holi, colour and diversity: a “Benetton style” festival


Holi, colour and diversity: a “Benetton style” festival - Alessandro Benetton blog

In India it’s the time of a traditional Hindu festival that celebrates the end of winter and the start of spring: Holi, also known as the “festival of colour”. The festival opens with a bonfire on which the dead branches of winter are burned and it is famous for its traditional dance of colours: a way to celebrate the pranks played by the god Krishna, who, according to legend, threw coloured powders over the devotee local milkmaids.

In addition to providing a great feast for the eyes, the show contains a strong social message. Under the sprays of colour, social, economic and caste barriers are traditionally forgotten – even if just for a few days. Although it is a Hindu festival, everyone can take part and even gender distinctions are suspended.

In other words, Holi is a festival that cannot fail to remind me of the spirit and philosophy of United Colors of Benetton. Colour has always been a hallmark of Benetton style, as well as a metaphor for diversity, an elementary symbol, understandable to all, epitomising the specific features that make us unique. An idea that is also at the heart of our latest fashion campaign.

YouTube Preview Image

Philosophy. Tags: , , , , , , , , , , ,

Share Post

Leave a Reply

Your email address will not be published. Required fields are marked *