Luciano Benetton, the co-founder of one of Italy’s most iconic fashion brands, marks his 90th birthday on May 13. His extraordinary life spans the realms of fashion, business, and sports, with notable connections to Formula 1, rugby, and Italy’s motorway network, Autostrade per l’Italia.
Born in Treviso, Italy, in 1935, Luciano, along with his siblings Gilberto, Carlo, and sister Giuliana, co-founded the Benetton Group in 1965. Headquartered in Ponzano Veneto, the company quickly rose to prominence, producing a diverse range of clothing for men, women, and children. Its labels, such as United Colors of Benetton, Undercolors of Benetton, and Sisley, became synonymous with vibrant, accessible fashion.
The company’s early years were grounded in hard work and resourcefulness. Luciano personally drove across northern Italy, delivering brightly colored jumpers from Treviso to Cortina. Even before “Made in Italy” became a global symbol of excellence, Benetton opened a flagship store on Madison Avenue in New York, establishing an international footprint.
In addition to his business ventures, Luciano Benetton briefly entered the political arena, serving as a senator for the Italian Republican Party from 1992 to 1994. However, his entrepreneurial journey faced challenges. In 2013, after signaling his intention to retire, Luciano and his siblings handed the reins of the company to the next generation. His son, Alessandro, became the chairman but resigned in 2014, eventually stepping down from the board in 2016 due to strategic differences with the family. Francesco Gori succeeded him as chairman, with Tommaso Brusò assuming the role of COO the following year.
The company faced a severe financial crisis, culminating in a staggering €180 million loss in 2017. At 83, Luciano made a comeback, returning to the board as executive chairman in 2018. He took control of the company’s commercial operations and communications once more, working alongside famed photographer Oliviero Toscani.
That same year, tragedy struck with the collapse of the Morandi Bridge in Genoa on August 14, which claimed 43 lives and displaced hundreds. The incident led to widespread public outcry, particularly regarding the concessions held by Autostrade per l’Italia, a company in which the Benetton family held significant shares. Calls for the termination of the family’s contracts soon followed.
The aftermath of the tragedy led to the resignation of Atlantia’s CEO, Giovanni Castellucci, in September 2019. Two months later, Luciano Benetton published an open letter in Italian newspapers, defending his family and accusing the media of launching a “hate campaign” against them. He insisted that no member of the Benetton family had been directly involved in the management of Autostrade, framing the family instead as victims of unjust public condemnation.
From his groundbreaking success in fashion to his political involvement and the controversies surrounding his business dealings, Luciano Benetton’s life offers a window into the significant changes that have shaped modern Italy. Now, at the age of 90, he remains one of the most prominent, and undeniably complex, figures in the country’s contemporary history.
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