Colors — The Survival Guides
Lavori in Corso
The MM Code
Shades of Our Times
The Global Wardrobe
Benetton Group
Manda il 5X1000 a quel Paese
American Portraits
Clothes for Humans
Verde Campus
25 Days
Present Future
The Special Need
Torre Milano
Welcome to Vorland
Climate Change Hurts
The Survival Workshops
Something is Cooking
Project index
Benetton Group

Texts, stories and concepts for one of Italy’s most renowned fashion companies.

Benetton Logo

Role: Writing and storytelling consultant
Client: Benetton Group
Year: 2015 – ongoing

Since 2015, I’ve been working as a writing and storytelling consultant for Benetton Group, collaborating closely with the press office and the digital and advertising departments to develop communication strategies – such as revising United Colors of Benetton’s overall tone of voice – and produce a wide range of texts and editorial outputs, from press releases to advertising copy, names for products and events, video scripts, essays, keynote speeches and the company’s yearly integrated report.

Benetton Group is one of Italy’s best known fashion companies. Founded in 1965, over the decades it rose to worldwide fame thanks to its signature colourful sweaters and controversial communication campaigns. Today it’s a global company, with two brands – United Colors of Benetton and Sisley – and stores in over fifty countries worldwide.