BENETTON presents "STRANGER COLORS OF BENETTON" The campaign celebrating the capsule collection dedicated to the Upside Down
United Colors of Benetton officially enters the Upside Down. The Italian brand presents Stranger Colors of Benetton, a new campaign dedicated to the exclusive capsule collection inspired by the dark and magnetic universe of Stranger Things, the cult Netflix series. The collection stems from the collaboration with the show’s costume designer Amy Parris and brings the 1980s aesthetic into the present, reinterpreting historical archives, iconic outfits, and pieces that appeared directly on screen.
Wearing the capsule are Eleven, Holly, and Erica: three names that for fans signify storyline, evolution, and identity. The pieces blend saturated colors, bold graphics, and materials that carry the scent of pure nostalgia. The imagery of the series meets Benetton’s typical visual language, in an aesthetic short circuit that plays with the boundary between the real and the paranormal. The offering is broad: womenswear, menswear, and kidswear coexist in a single narrative that speaks to multiple generations with the same voice.
The visual campaign unfolds across two parallel dimensions. The first recalls the historic Benetton campaigns, with white as a distinctive sign and an inclusive cast, a central characteristic of the brand’s DNA. Then, almost like a glitch, the scene darkens: the set plunges into the deep black of the void of the Upside Down. Symbolic objects of the ’80s, such as the stereo, bicycles, and arcade machines, burst into the space, strengthening the connection with the decade that shaped the series. It’s a sharp, cinematic transition that breaks linearity and turns the shoot into a visual story poised between nostalgia and tension.
After this journey into the dark, the return to the light of the photo studio completes the campaign’s narrative arc. Supporting it is a short clip built on suspended rhythms and an immersive atmosphere, designed to amplify the sensation of crossing between the two worlds together with the protagonists. Stranger Colors of Benetton is not only an aesthetic project, but an effort to reopen an authentic dialogue with new generations, recovering Benetton’s founding values and translating them into a contemporary language.
