United Colors of Benetton opens Milan Fashion Week with its “Rainbow Machine” show, a tribute to industrial production, innovation and color with live sewing supported by Juki machines.
“Rainbow” represents a general vision of designers Luciano Benetton and Jean-Charles de Castelbajac. The collection’s palette is mainly based on the primary colors of the rainbow with some touches of black.
“Machine” stand for Benetton’s great industrial tradition, its know-how and its one-of-a kind technological expertise. The runway featured Juki sewing machines in a set with photographs of Oliviero Toscani and the electro-industrial music created for the occasion by Michel Gaubert.
Juki machines fit perfectly into this concept. Not only because of its modern and elegant design, but also reliability. On fashion event there is no place for mistakes, everything has to go smooth especially during show for such high-end brand like Benetton.
Japanese tradition hidden in industrial sewing machines in combination with the Italian fashion vision has given a magnificent atmosphere to the event, the effects of which you can see on the video below.