Life As Style: Benetton
For Alessandro Benetton, style is the mark we leave on everything we do: on life and work, our hobbies and loved ones. The influence of Benetton’s style is explored in the title ‘AB. A Playlife Story’.
‘AB. A Playlife Story’ describes Benetton’s style through the story of the most important moments in his life. Photographs of personal mementos and snapshots of Benetton’s youth are scattered throughout the title, creating an intimate look at the life of a man motivated by style and design. The title presents a fascinating story of Benetton’s childhood, the years in Boston, his work, sport, travel and family.
The title pronounces Benetton’s cosmopolitan style; a style that is seen in Playlife, the chain of stores belonging to Benetton Group, of which Alessandro Benetton is the chairman.
Through the pages of ‘AB. A Playlife Story’ Alessandro Benetton becomes the ambassador of Playlife, a brand inspired by a true story. As Benetton mentioned, “the world of Playlife, its style, objects, experiences, memories, symbols, passions-is my world too, the one where it all began”.
The proceeds of ‘AB. A Playlife Story’ will go to Benetton’s Unhate Foundation that seeks to contribute to a new culture against hate.
