The new United Colors of Benetton fashion campaign launches in South Korea today, with a new face for the local market: Boa, a South Korean singer, joins the nine personalities who, with their commitment and cosmopolitan approach, embody the spirit of the new Spring/Summer 2013 collection.

Launched in Paris on 23rd January, the new fashion campaign once again places color at its centre, with a new interpretation that uses the original stories of an international team of ambassadors to illustrate United Colors of Benetton’s passion, innovation and openness to the world.

We chose a team of world citizens to share the story of our passion, our thirst for innovation, and our desire to reach out to the world. Nine personalities, nine different shades, to paint our future.

Over three days of photo shoot at the Pin Up Studio in Paris, nine ambassadors for life and for style, distinguished by their multiculturalism, cosmopolitan spirit and social commitment, shared their interpretation of colour; a chromatic reflection of the talent and character which led them into the global limelight.

Discover the new Spring Summer 2013 United Colors of Benetton campaign.

The images from the campaign will become a limited edition T-shirt that will be sold across the world, online at shop.benetton.com and in flagship United Colors of Benetton stores. All proceeds raised from the sale of the T-shirts will be donated in support of the activities of the UNHATE Foundation.

Starts the worldwide communication campaign UNHATE, supported by Benetton Group.

Object: the aim of contrasting the culture of hatred and promoting closeness between peoples, faiths, cultures, and the peaceful understanding of each other’s motivations.

The central theme is the kiss, the most universal symbol of love, between world political and religious leaders.

Today, 16 November 2011, at 13:30 Alessandro Benetton, Executive Deputy Chairman of Benetton Group, presented, in a worldwide preview, the UNHATE campaign, which is the first initiative by the newly-formed foundation of the same name, in Paris, at the flagship store in Boulevard Haussmann.

Mr. Benetton declared: “At this moment in history, so full of major upheavals and equally large hopes, we have decided, through this campaign, to give widespread visibility to an ideal notion of tolerance and invite the citizens of every country to reflect on how hatred arises particularly from fear of ‘the other’ and of what is unfamiliar to us. Ours is a universal campaign, using instruments such as the internet, the world of social media, and artistic imagination, and it is unique, in that it calls the citizens of the world to action.”

The UNHATE communication project includes a series of coordinated initiatives and events, starting today in the main newspapers, periodicals and websites around the world.

For more information: http://www.unhatefoundation.org/