UCB has unveiled a creative confluence of Art & Fashion in India with the theme of “Social Integration”. The reveal took place in the presence of Rhea Kapoor who hosted the first ever Instagram Live auction.

Echoing its long-standing dedication to art, Benetton India revealed an exclusive collectible line in the capital on 14th March 2019, in collaboration with established artists of the country with their collectible line titled #UnitedbyArt, unveiled by the talent powerhouse & leading voice of fashion Rhea Kapoor at the India Fashion Week by FDCI.

United Colors of Benetton comes under Benetton Group, one of the best-known fashion companies present in the world with a network of 5,000 stores. The group has a watchful eye to the environment, to human dignity, and to a society in transformation with values of consolidated identity comprised of colour, authentic fashion, quality at democratic prices and passion for its work, all reflected in United Colors of Benetton and Sisley brands.

Keeping the theme of “Social Integration” as a broad spectrum, Benetton has curated an art collective with leading artists of India. This synthesis aims to promote cross-generational dialogue about the subject through the medium of art. This is the fist edition keeping the aesthetic of empowering artists and integrating fashion for story telling by introducing a capsule collection of special polo shirts with the artworks.

The highlight of the reveal was the first ever Instagram LIVE auction where Rhea Kapoor invited popular fashion influencers to support the initiative and securing 1965 likes on one of the coveted polo shirts to win the collectible.

“Art is very close to Beneton and this special collectible line is our commitment to empower the artists and bring them to the forefront.” Says Sundeep Chugh, Managing Director & CEO, Benetton India, “We are proud to see the paintings coming alive with the first collectible line; every artwork has a creative story to tell keeping the core of Benetton in mind.”