An Italian born to Tunisian parents and raised in the outskirts of Milan, the rapper made contamination his stylistic code, and is already one of the most influential artists of his generation. He will be the face of communication campaigns, as well as create a capsule collection and content that will celebrate both his and the brand’s values: multiculturalism and integration.

“His style, his ideas, his attitude: it’s as if we have always known each other,” says Massimo Renon, CEO Benetton Group, “We are thrilled to collaborate with a great artist, but, above all, with a man who shares our values.”

“Every opportunity to experiment and expand my art fascinates me” – comments Ghali, who is currently in the studio working on his new album – “I am very proud and happy to create a capsule collection for a brand like United Colors of Benetton; for me, it’s a great challenge and I can’t wait to get to work.”