The begining of the story!

I have choosen to study and to speak about Benetton’s advertising campaigns because they are very special. In fact, I am very sensitive to them and I hope you too.
In order to introduce this subject, I will write an “article” about the beginning of Benetton’s story: I hope you will enjoy it!!
The first Benetton shop opened his doors in 1963. In 1969, the first shop was opened in France, rue Bonaparte. With the wire of time, Benetton looked less and less after his factories in Italy, in order to concentrate on France. The brand chocse Oliviero Toscani, an Italian photograph, in order to make the advertisings of Benetton. In a few time this photograph became very famous and the brand too. Oliviero worked about the melting pot. He decided to work about this subject because he thought every fashion advertising looked like an other. The main idea of his work was to use different colours.

You can see an example of one of the first Benetton's advertising :