Benetton Uses City Data to Create Racially Diverse Models
Clothing company's campaign creates portraits of the world's fashion capitals
The demographic makeup of cities is in constant flux, with immigration and globalization transforming business and social life. Benetton's new campaign, The Face of the City, represents this trend, blending the cultures and ethnicities of six fashion capitals to create virtual models.
By using international and city specific census data, Benetton and agency Amsterdam 180 were able to determine the racial and cultural proportions of Milan, London, Tokyo, Paris, Berlin, and New York. After conducting research, models of representative races were photographed, and the images were compiled using an algorithm to create portraits that represented the blended demographics.