Founded by Luciano, Giuliana, Gilberto and Carlo Benetton in 1965
The Italian knitwear company, Benetton, caused a stir by producing a series of shocking advertising campaigns directed by its creative director, Oliviero Toscani. Scenes splashed across billboards and magazines included an AIDS patient on his deathbed, and another of a baby complete with umbilical cord. Benetton claimed they were promoting social awareness, but critics pointed out that photojournalism had nothing to do with selling sweaters. Whatever the moral standpoint, Benetton have sustained a high profile and are one of the best-known Italian companies in the world.
