Benetton Reckons Their New Face is in the Crowd

Mari Basson

Benetton is going a bit Dove on us – it’s no longer about catwalk clichés and model attitude, they’re looking for real people, natural beauty and fresh faces. And they’re going to find this person online with crowdsourcing through a global casting session.

Applicants from all round the globe can build their own profiles and the community can vote for their favourites. The 100 highest voted entries will be featured in Benetton’s book on global style and will receive 200 Euro to spend in Benetton. From these 20 will be selected and flown to New York for the Benetton 2010 Fall/Winter campaign.