A special collection that blends fashion with art

Benetton India recently revealed an exclusive collectible line in Delhi, in collaboration with established artists of the country. The collectible line, titled #UnitedbyArt, was unveiled by fashion stylist Rhea Kapoor at the recently concluded India Fashion Week presented by FDCI. This project reinforces the theme of ‘social integration’. Keeping this as a broad spectrum, Benetton has curated an art collective with some of the talented artists of India. It aims to promote cross-generational dialogue about the subject through the medium of art. Known for its colours, knitwear expertise and social commitment with a blend of Italian style, Benetton collections present trendy outfits.

This capsule collection presents special collectible round neck T-shirts with the artworks. Sundeep Chugh, Managing Director and CEO, Benetton India, said, “Benetton is a brand that believes in innovation and has always kept creativity and social relevance central to our culture. We strive to do business in a way that our associates, partners and customers can be proud of us. Art is very close to our cultural fabric and this special collectible line is our commitment to empower the artists and bring them to the forefront. We are proud to see the paintings come alive with this collection and where every artwork has a story to tell, keeping the core of the brand in mind.”


The highlight of the launch was its live auctioning on Instagram. Rhea along with popular fashion influencers came forth to support the initiative. Sharing her excitement on being a part of this initiative, she said, “I am elated to be a part of this creative platform by Benetton in India. It is a brand, which has always been close to my heart. It is a brand that a generation has grown up wearing and connects with not only within the realm of fashion but for its socially relevant campaigns. The #Unitedby Art is a commendable effort to celebrate fashion and art. I am excited to take home something for myself from this collection and can’t wait to shop from the next.”