I’m cringing just thinking about this: United Colors of Benetton has just released its new clothing line -- and it’s apparently ‘all about colonial style’.

The company, once known for its bold, progressive advertising, has misunderstood something fundamental -- colonial history isn’t chic or fashionable, but something which left deep, long-lasting scars on the people it was inflicted on; scars which are still healing to this day.

Let’s call out Benetton and tell the corporation it’s time for a rethink: colonialism just isn’t cool.

Tell United Colors Benetton to drop its ‘colonial style’ campaign!

Despite its image, Benetton isn’t always the bastion of progressive values that it likes to project.

In 2004, Benetton landed in hot water after it evicted a native Indian group in Patagonia off its land, using local police to seize their property.

The clothing giant has always been provocative in its branding: from portrayals of once-taboo gay and interracial relationships, to an image of a Tibetan monk and a Chinese soldier praying together.

Benetton tends to wield its brand power for positive social change -- but this time it’s got it all wrong.

As consumers, it’s up to us to hold the fashion industry to account. When ASOS was subjecting its staff to terrible conditions and pay, nearly 30,000 SumOfUs members like you called them out. Now let’s tell Benetton to drop its embarrassing ‘colonial style’ campaign.

United Colors Benetton: colonialism isn’t chic -- drop your ‘colonial style’ campaign now!

More information