The Benetton activity ties into UN Women’s ‘Orange the World’ campaign, which is part of the United Nation's push for equality by empowering women worldwide.
Benetton’s campaign features images of three women. Each execution shows multiple shots of one of the women dressed in a variety of outfits representing different careers, including soldier, doctor, artist, student, athlete and mother. In the centre of each image is a shot of each woman wearing an orange dress.
The money from sales of the orange dress will be donated to UN Women, which is the United Nation’s agency promoting gender equality, with which Benetton partners.
The dress is part of ‘A Collection Of Us’ by Benetton, which goes on sale from 25 November.
"Non-discrimination and equal opportunities can make a difference to end violence against women", copy on the ad reads.
The Orange Days campaign was created by Erik Ravelo, director of social campaigns at Fabrica, Benetton’s communications and design research centre.