United Colors of Benetton was ahead of its time.
Built on innovation, the world renowned controversial brand blazed a trail for diversity in the fashion industry long before inclusion became popular.
Depop is the social shopping app where the next generation come to buy and sell unique fashion, extending the lives of millions of garments.
Both dedicated to being diverse and progressive companies that are kinder on the planet and kinder to people, it comes as no surprise that the two would partner together.
Depop sellers from across the US and UK have curated a collection of rare vintage and archive Benetton pieces, available to shop from May 31 on the Depop app.
‘This partnership with Benetton expands on our efforts at Depop to continue working with community-focused brand partners that share similar brand values to ours,’ says Steve Dool, Global Head of Brand Partnerships.
‘Benetton’s long-standing reputation for challenging conventions and championing inclusion in their creative campaigns directly connects to Depop’s point of view.
‘Through this partnership, we are not only engaging our Seller community to help extend the lives of some of Benetton’s most covetable garments, but we’re also working in tandem with Benetton to amplify the representation and empowerment of creative self expression that we both strive to support.’
Like the Benetton ads in the ’90s, the Benetton x Depop campaign aims to spotlight members of the Depop community who stand up for what they believe in.
Video: Fashion collaborations: Revolution or commercial tool? (France 24)
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The trailblazers include @YouthClubStore who is committed to promoting more conscious consumption of fashion, @ArchiveSix who speaks to her empowerment as a POC businesswoman and dancer @Ayo, on the importance of self love and self acceptance.
Also in the campaign is @Hadiyahh who is passionate about the representation of real female bodies in the media.
‘As part of United Colors of Benetton’s innovation process — whose main objective is to revamp the brand and gradually increase its appeal to young generations — we are thrilled to announce this prestigious collaboration with Depop, the innovative global online platform specialized in the sale of vintage products,’ says Massimo Renon, CEO of Benetton Group.
‘Thanks to Depop’s second-hand shopping model — a fundamental element for sustainable fashion — Benetton also enters the circuit in a contemporary and original way.
‘Our vintage garments that have made history will come back to life through Depop, which shares with us the same creative language and the same values of diversity, inclusion and sustainability.’
All of the rare, archive Benetton product featured in the collection as well as the campaign were sourced by 15 Depop sellers across the US including, @nostalgic_threadz, @throwbacksvintage, @thegrungedoll, @mineclothingshop and @heynicholevintage.
The full assortment of vintage Benetton items will be available to shop via the Depop explore page beginning May 31st.