Nobody Makes Ads Like United Colors of Benetton
United Colors of Benetton (UCB) has tapped digital artist Rick Dick for a pioneering FW25 campaign that uses AI to express and experiment with the new collection. The move is exciting and novel, and marks a new chapter in the brand's already stacked portfolio of groundbreaking, pioneering campaigns that has long set it apart from the rest.
Italian artist Rick Dick is making waves on social media right now with his signature take on contemporary culture through AI art, analysis, and irony. Quickly finding traction online, his tongue-in-cheek critical approach has led to several high-profile collaborations already, and his out-of-the-box thinking is a perfect match with UCB's brand DNA.
The campaign focuses heavily on knitwear, which has long been the core of the label’s collections. FW25 sees knitwear not only as a seasonal essential but as an expression of freedom and physicality, moving dynamically with the body. Rick Dick’s use of AI emphasizes this feeling, highlighting the brand’s codes by reinterpreting each garment’s volumes and textures.
This campaign marks a major step in the brand’s journey, leveraging modern technology to emphasize its impact. It also serves as a reminder of why it is still held as a blueprint of groundbreaking advertising in the fashion space. (From the 1980s through to the early 2000s, UCB changed the face of media with a string of striking, sometimes shocking, and always memorable ad campaigns.) And clearly, that hasn't changed. UCB never loses sight of its unmistakable identity that has been forged over decades of creative innovation. Still original, still dynamic, still authentic.
The new collection is available to buy now.
