Benetton collaborated with artist Rick Dick for FW25 A campaign where artificial intelligence enhances the brand's visual imagery

The history of Benetton’s creativity perhaps belongs in the annals of fashion: from political campaigns to Colors, the cult brand magazine of the ’90s. If there is one thing the Venetian brand has never been afraid of, it is to dare, with an artistic direction that has always delivered a strong and direct message, capable of intertwining aesthetics and social commitment. Today, in an era in which fashion is constantly forced to redefine its language and measure itself against new technologies, Benetton once again chooses to reaffirm its role as a creative pioneer. With the new FW25 campaign, officially presented on September 11, United Colors of Benetton marks a decisive stage in the brand’s renewal journey. A campaign that goes beyond showcasing garments and lookbooks, becoming a manifesto of intent: to demonstrate how the brand’s inclusive and authentic identity can dialogue with the most advanced technologies without ever betraying its roots.

The collaboration with Rick Dick, one of the most renowned digital artists for his use of artificial intelligence as a creative tool, fits perfectly into this vision. If in the ’90s Benetton had used imagery as a tool of protest, today it employs it as a ground for visual experimentation, relying on a language capable of speaking to new generations. Artificial intelligence thus becomes a lens through which to amplify the brand’s aesthetic codes, reinterpreting garments in their volumes, textures, and atmospheres. The campaign is therefore more than a simple seasonal presentation; it demonstrates the evolution of one of Italy’s most iconic brands.

Amid a highly diverse casting (even if created with AI), at the center, as always, is knitwear. Knitwear, the beating heart of Benetton collections since the very beginning, is not treated as a simple product but as a language. In the campaign images, knit garments become almost extensions of the body, metaphors of freedom and contemporary sensibility. It is a return to the origins and at the same time a step forward. On the one hand, there is a reference to an inclusive heritage, to campaigns that made history and to a consistently radical aesthetic vision. On the other hand, there is the awareness that today the ground on which cultural relevance is played lies in the ability to use digital and innovative tools. For Benetton, the risk of appearing nostalgic or outdated does not exist: the use of AI in the campaign demonstrates a brand identity solid enough to transform while remaining recognizable. Because, after all, fashion, once again, is never just fashion. It is language, it is attitude, it is positioning.