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Ponzano Veneto is home to the headquarters of United Colors of Benetton, one of the biggest Italian fashion houses and clothing labels in the world. [4] The headquarters of the company is situated in the Villa Minelli, which was bought by the group in 1969 and became the main headquarters of the company in the 1980s. [4]
In 2012, Frare told Life that David's father Bill Kirby expressed the family's feelings on the use of the picture by United Colors of Benetton when he told Frare, "Listen, Therese. Benetton didn't use us, or exploit us. We used them. Because of them, your photo was seen all over the world, and that's exactly what David wanted." [8]
Benetton is known for its sports sponsorships, and for its "United Colors" advertising campaign. In 1982, Benetton hired Oliviero Toscani as creative director, which led to a change in advertising focus towards raising awareness for various issues worldwide. [14] In 1984, Toscani photographed the first multiracial ad for the brand. [3]
Retrieved from "https://en.wikipedia.org/w/index.php?title=United_Colours_of_Benetton&oldid=1238754925"
In the early 1990s, Toscani co-founded the magazine Colors (also owned by Benetton) with American graphic designer Tibor Kalman. With the tagline "a magazine about the rest of the world", Colors built on the multiculturalism prevalent at that time and in Benetton's ad campaigns, while remaining editorially independent from the group.
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