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Alek Wek and transgender model for Benetton

 
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JoliePoufiasse View Drop Down
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    Posted: Jan 25 2013 at 7:23pm

Tis the season for spring 2013 ad campaigns, and brown girls are doing their thing. Model Alex Wek gives life to the word “color” in the United Colors of Benetton spring campaign. As the Sudanese model dances in a beautiful coral and orange sweater that pops against her glowing brown skin, she defines what it means to be yourself.

“You have to be able to accept yourself bad and good because there is no perfect,” she shares. “Your gut instincts don’t lie and if you have a gut instinct for something you will fulfill your soul,” she says.

alek-wek-benetton

Alongside Alek Wek, Elettra Wiedemann, and many more models with ‘incredible personal stories.’

    130122-McNicoll-Bennetton-LeaT-tease

    Transgender Model Lea T (United Colors of Benetton)

    On the heels of two controversial ad campaigns,

    The new spring-summer 2013 pitch marks a foray into surprisingly untested terrain in United Colors of Benetton’s storied ad history: celebrity endorsements. It puts forward a roster of idiosyncratic models that all boast, as one Benetton executive put it, “incredible personal stories.” (Not a euphemism for homeliness, mind; the new faces are all lavishly hot.) The global campaign features nine spokesmodels with videos that spotlight the biographical quirks that might have hindered them—but actually made them famous. “The route they followed in order to get [to fashion success] was a very unusual route, a different route,” Alessandro Benetton, the Harvard-educated chairman who last April took the reins from his cofounder father, Luciano, told reporters in Paris. “It is perhaps one of the most ‘Benetton’ campaigns, productwise, that we have ever done.”

    Shot by young Italian photographer Giulio Rustichelli, the campaign’s best-known quantity is arguably Sudanese model and refugee advocate

    The campaign also spotlights a pair of faces with luminary lineage: New York–born Elettra Wiedemann, the daughter of Isabella Rossellini and granddaughter of Ingrid Bergman, and Kiera Chaplin, granddaughter of Charlie Chaplin and great-granddaughter of playwright Eugene O’Neill. Benetton plays up both of the dynastic stars’ philanthropy: Wiedemann, who holds a master’s in biomedicine from the London School of Economics, is a prize-winning environmental activist; Chaplin, an actress and model, is active with UNESCO and the Amy Winehouse Foundation.

    East London–born model Dudley O‘Shaughnessy, a boxer whose parents hail from England and the Carribbean island of St. Lucia, turned heads as Rihanna’s love interest in her controversial video for “We Found Love.” The Milan-based Uruguayan chef Matías Perdomo, who at 32 holds one Michelin star, is a thickly bearded outsider. And pink-clad

    The playful campaign and motley cast are a clear pitch to renew relations with younger consumers, a market key to Benetton’s success during its heyday, when Oliviero Toscani was churning out shocking, and ultimately iconic, campaigns for the brand in the 1980s and 1990s that included a nun kissing a priest, death-row inmates, and AIDS patients.

    After the storm of controversy that surrounded its kissing-leaders campaign, Benetton executives have regularly insisted the company isn’t seeking provocation for its own sake. “If you want to be shocked on the Web, you don’t need Benetton!” Gianluca Pastore, Benetton’s global communications chief, quipped to The Daily Beast in Paris on Wednesday. Nevertheless, the brand touts both recent controversial chapters in its Unhate series as wild social-media successes.

    The knitwear brand has also struggled in recent years on the back of high cotton prices and poor consumer demand in crisis-hit Southern Europe, historically a core market for the 48-year-old family company. The move to promote Alessandro Benetton and delist the stock after 25 years on the Milan exchange are seen as part of the bid to revive the company’s flagging fortunes. But the chairman is coy when asked about the new ad campaign being high on color, but soft on controversy. He adamantly distinguishes between the brand’s product campaigns—which feature actual Benetton products—and the institutional campaigns that let loose on brand values. We’ll just have to wait for the next institutional campaign “to find out how provocative, or innovative, or how strange we are in our message,” Benetton says with a laugh.

     



    Edited by JoliePoufiasse - Jan 25 2013 at 8:30pm
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    mrshairdo View Drop Down
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    Post Options Post Options   Thanks (8) Thanks(8)   Quote mrshairdo Quote  Post ReplyReply Direct Link To This Post Posted: Jan 25 2013 at 8:35pm
    dont find either of them attractive in this campaign
    *shrugs*
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    JoliePoufiasse View Drop Down
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    Post Options Post Options   Thanks (6) Thanks(6)   Quote JoliePoufiasse Quote  Post ReplyReply Direct Link To This Post Posted: Jan 25 2013 at 8:36pm
    She's not gorgeous, but she has a happy presence and her skin is flawless


    Edited by JoliePoufiasse - Jan 25 2013 at 8:37pm
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    zolloh View Drop Down
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    Post Options Post Options   Thanks (2) Thanks(2)   Quote zolloh Quote  Post ReplyReply Direct Link To This Post Posted: Jan 25 2013 at 8:37pm
    *waits as i chomp on cajun & atomic wangs*
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    Post Options Post Options   Thanks (2) Thanks(2)   Quote JoliePoufiasse Quote  Post ReplyReply Direct Link To This Post Posted: Jan 25 2013 at 8:38pm
    hope this pic shows. Isn't this Rihanna's ex for two seconds? The boxer she dated who appears in one of her drug-fueled videos?
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    Post Options Post Options   Thanks (0) Thanks(0)   Quote EPITOME Quote  Post ReplyReply Direct Link To This Post Posted: Jan 25 2013 at 8:40pm
    Originally posted by JoliePoufiasse JoliePoufiasse wrote:

    She's not gorgeous, but she has a happy presence and her skin is flawless

    Unhappy
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    india100 View Drop Down
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    Post Options Post Options   Thanks (0) Thanks(0)   Quote india100 Quote  Post ReplyReply Direct Link To This Post Posted: Jan 25 2013 at 8:42pm
    Beautiful Eyes .
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    Post Options Post Options   Thanks (1) Thanks(1)   Quote EPITOME Quote  Post ReplyReply Direct Link To This Post Posted: Jan 25 2013 at 8:47pm
    Originally posted by JoliePoufiasse JoliePoufiasse wrote:

    hope this pic shows. Isn't this Rihanna's ex for two seconds? The boxer she dated who appears in one of her drug-fueled videos?


    they never dated 
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    sache1991 View Drop Down
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    Post Options Post Options   Thanks (0) Thanks(0)   Quote sache1991 Quote  Post ReplyReply Direct Link To This Post Posted: Jan 25 2013 at 8:49pm
    Originally posted by JoliePoufiasse JoliePoufiasse wrote:

    She's not gorgeous, but she has a happy presence and her skin is flawless

    The tranny or Alek? Confused
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    Post Options Post Options   Thanks (3) Thanks(3)   Quote newdiva1 Quote  Post ReplyReply Direct Link To This Post Posted: Jan 25 2013 at 8:53pm
    ya'll know we not allowed to say that Alex ain't gorgeous so Jolie must be talmbout Lea.
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