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July 29 2014

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Benetton Thinks Globally, Parties Locally

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“This is exactly what Benetton is about,” said Alessandro Benetton over the popping of Moët bottles on the 18th floor of the Standard Hotel. He was celebrating the 20 fresh-faced winners of a global casting contest that began with some 60,000 entrants from around the world, all vying to become a model for the Italian sportswear brand. “It’s about diversity and a real global element,” Benetton went on. “And all driven with new media.”

The selection process of the models was conducted online in a democratic vote. “I tried to get them to fix it so the right people would win, but they wouldn’t cheat,” GQ‘s Style Guy Glenn O’Brien laughed. In the end, he conceded the right models did win, and many of them were on hand to dance the night away along with Andres Serrano, Kehinde Wiley, Neville Wakefield, and Todd Eberle. All the way until 9 p.m. sharp, that is, when the lights went on full glare and the music went out and the guests went in search of hearty fare, global or otherwise.

Photo: Clint Spaulding / Patrick McMullan

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