Teatrino Lorenese

65 Benetton Street. In the world created by Jean-Charles de Castelbajac, this is where the kids of Benetton’s first runway show for Pitti Bimbo ‘live’. It could be a street in a modern city, because the street serves as the biggest museum of contemporary art. The young citizens of Benetown have adopted Benetton’s historic colour and sportswear iconography, but with the extra touch of a strong identity comprising irony, tenderness and urban culture. They live every day as it comes, travel fast – on scooters and skateboards – are nimble, creative and curious. They care deeply about their planet and wear clothes dyed with natural, non-toxic colours, puffer jackets made from recycled materials and noble fibres. They love street style and street art – which explains their preference for camouflage as well as star and stripe patterns. It also explains their predilection towards clothes embellished with Keith Haring’s graffiti – the result of a partnership with the Haring Foundation, promoted by JCC himself, who enjoyed a strong friendship with the New York artist.

The Benetton house at Pitti Bimbo will be the Teatrino at Fortezza Da Basso, with a colourfully powerful identity, where flags bright with the company’s primary colours will fly. Fashion design at the service of kids’ tastes; colour as a philosophy for life; up to date, never nostalgic style; and ethical responsibility: this is the air you will breathe at 65 Benetton Street.