『Benetton』のカバーアート

Benetton

Benetton

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In the shadowed aftermath of a global war, a quiet revolution began to simmer in Italy. From the ashes of conflict, an economic miracle bloomed, igniting a hunger for newness, for color, for expression. The very fabric of society was shifting, demanding more than tradition. A new generation yearned for change, and in the heart of Veneto, a family was poised to weave it into existence.The 1950s and 60s in Italy were a vibrant tapestry of rebuilding and reinvention, a period affectionately known as "il boom economico." Marshall Plan aid poured in, fueling a strategic industrialization that transformed the landscape. The hum of new factories replaced the echoes of war, and with rising disposable incomes, a burgeoning consumer market emerged. Gone were the days solely of bespoke tailoring for the elite; a decisive shift towards accessible, industrially produced garments was underway. In regions like Veneto, where artisan traditions met a growing industrial might, the air crackled with entrepreneurial spirit. It was here, amidst the ancient charm of Ponzano Veneto, near Treviso, that the Benetton family would soon lay the threads of a global fashion empire.Aurelius and Malik take on this case in full — 5 chapters, 36 minutes, one complete story.Learn more at: https://theoriginarchive.com/origin/benetton

The Origin Archive Dialogues is part of The Archive Network by Jonkai Ventures. In every episode, curators Aurelius and Malik take one company and trace how it came to exist — one following the build, the other pressing on what the official history leaves out.

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