MAM
United Colors of Benetton opens milan fashion week with a poolside fashion show – the color wave
MUMBAI: Color Wave is the second fashion show by the historic Treviso brand. United Colors of Benetton, under the artistic direction of Jean-Charles de Castelbajac, offers a Spring/Summer 2020 fashion show inspired entirely by the sea. The location is the historic Piscina Cozzi swimming pool, a masterpiece of ’30s architecture, the perfect setting for conveying the French designer’s message: “Dive into fashion week with Benetton and enjoy the final days of summer, à la piscine”.
The sea, water, and sailing are the timeless themes of the United Colors of Benetton style, interpreted here as a metaphor for a voyage among the most beautiful and characteristic ports of the Mediterranean, from St. Tropez to Hydra. A palette of pastel hues, pink, lilac and pale blue – “Bajac pastels”, as JCDC calls them – is the leitmotif used to create a wardrobe of cult items. A fine marinière, a waxed peacoat, a perfect pullover, a chic, dynamic office look, a mix ‘n’ match unlined men’s suit for an easy bon ton style are the key items Benetton offers for a cosmopolitan global public of any age and gender.
In addition to the poudre hues of the company’s historic colour palette, we find every possible shade of blue, from marine blue to fine cobalt and the many délavé blues created with natural mineral dyes – all in a homage to The season’s must-haves are white sweatshirts and maxi T-shirts printed with images from Oliviero Toscani’s advertising campaigns. “I wanted to create an exhibition in motion, to show even the younger crowd the revolutionary nature of Oliviero’s work, which is part of the brand’s heritage”, explains JCDC.
Popeye the Sailor Man also makes an appearance in the collection, serving as a “green” ambassador, putting his famous strength to work to protect the oceans. His image appears on T-shirts, dresses and sweatshirts in a variety of digital prints: sustainability is a very important issue for Benetton, whose research laboratories have developed natural, non-toxic dyes and innovative products made of ecological materials, such as a trench coat made of paper and recycled fibres.
In a world of short-lived trends, UCB offers a unique vision of well-made fashions designed for everyone. Drop anchor in a port of health and beauty, dive into a world of zest and dynamism, find a safe haven in timeless style: let’s all go for a dip in Benetton’s Color Wave pool before the autumn begins and our sailor's tan begins to fade!
MAM
Dinshaw’s launches 3x chocolate cone with ‘Dildaari’ campaign
Vinod Kambli fronts summer push built around richer final bite.
MUMBAI: The sweetest part of an ice cream may no longer be the first lick, it is now the last word. Dinshaw’s is rewriting the rules of cone indulgence with its new ‘Dildaari’ campaign, built around a simple twist: three times more solid chocolate at the tip.
At the centre of the launch is a familiar consumer truth, the final bite of a cone is often the most anticipated. Dinshaw’s is leaning into that moment, turning it into the hero by amplifying the chocolate layer at the bottom, effectively repositioning the end of the cone as the highlight of the experience.
The campaign is fronted by former Indian cricketer Vinod Kambli, whose personal journey lends an emotional undertone to the storytelling. Built around the line “Jinko life mein thoda kam mila, unke liye thoda zyada”, the narrative blends nostalgia with generosity, framing the product upgrade as more than just a feature, it is a gesture.
Timed for peak summer and the ongoing cricket season, the campaign taps into moments of heightened consumption and sentiment, where small indulgences carry outsized emotional value.
The new range features nine flavours Badam Roasted, Butterscotch, Caramel Dolce, Choco Chip, Chocolate Brownie, Chocolate Ganache, Cookies n Cream, Mississippi Dark and Mocha Black and White each designed to complement the enhanced chocolate finish.
Conceptualised by Womb, the campaign pivots away from functional messaging to a more human insight: that sometimes, the smallest additions can make the biggest difference.
As brands continue to hunt for differentiation in a crowded category, Dinshaw’s bet is clear, if you cannot change the whole cone, make the last bite unforgettable.
