The fashion brand that caused a stir in the 80s and was all the rage in the 90s has declared bankruptcy

When a brand achieves a unique style, it has already won a game. However, this does not exempt it from the threats of bankruptcy and disappearance.

Benetton is the clearest example . Founded in 1965 by the innovative and disruptive Luciano Benetton , it reached its peak in the 80s and 90s, becoming an emblem of those decades.

Transgressive advertising campaigns that took on invisible social issues - such as racism and inequality - and cotton garments in an unrivalled colour palette became her hallmarks. In addition, she also ventured into other products, such as watches or perfumes, which were objects of desire within mass consumption.

But now the brand is going through its most difficult phase. The emergence of young proposals with other foundations, the wear and tear experienced by fashion companies and the advance of e-commerce could be among the causes.

The truth is that its financial situation is alarming. According to reports from the French media Les Echos and replicated by the Mexican website Expansión, its debts for the last decade amount to 1.6 billion euros.

According to news sources, this will lead to the closure of 419 stores worldwide this year.

The brand's creator said in an interview with the Italian daily Corriere della Sera in 2024: "There is a budget gap of around 100 million euros in the accounts."

As for the motives, he admitted: “I trusted and I was wrong. I was betrayed in the truest sense of the word.”

It also said at the time that it was planning to sell non-strategic assets and redefine its business model, seeking to adapt to new market dynamics.