Unusually for fashion advertising, the clothes in this photograph can barely be seen and are not the central focus of the picture. Two people of different races are handcuffed together but it is not clear who is handcuffed to whom, and why. "I am not asked by Benetton to sell clothes", claims the photographer and former creative Oliviero Toscani. "The communication is a product in itself". Such advertisements were an iconoclastic method of selling fashion. Previously Benetton's adverts has featured young people of all nationalities, the "United Colors of Benetton" tagline referring to both their worldwide customers and the rainbow spectrum of knitwear and clothing. Luciano Benetton, the family-run company's founder, admits these 1990s images contrast with its design philosophy: "It is true our clothes are not at all extreme or controversial".
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