Benetton, Luciano (1935- )

Italian business executive and chair of Benetton, a multinational fashion corporation with franchised stores across the globe. Benetton has gained much publicity from the unusual and often controversial United Colors of Benetton advertising created by Oliviero Toscani (1942- ). The US financial magazine Forbes estimated Benetton's net worth at $5 billion in 2000.

Benetton opened the first Benetton store in Italy in 1968. He then franchised the business which expanded in Europe and the USA. Benetton subsequently diversified into clothing accessories, cosmetics, and sportswear.

Born in Treviso, Italy, and the eldest of four children, Benetton left school aged 14 to support the family after the death of his father. Initially employed as a clothing salesman, he left to start a business selling his sister's hand-knitted sweaters to local shops in 1955. He co-founded the original Benetton factory with his brothers in 1965, opening the first store in Belluno, Italy, in 1968 and another in Paris, France, a year later. Creating sweaters in bright colours - his slogan, the United Colors of Benetton, appealing to younger customers - he franchised the business.

In 1986 Benetton's advertising director, Oliviero Toscani, created the United Colors of Benetton theme which focused on multinational harmony. However, later images caused offence to many different cultures, and led to his eventual dismissal.

From 1992 to 1994 Benetton served as a Republican member of the Italian Senate.