The Shirt Off His Back and Lots More
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MILAN, Italy — Benetton, the Italian clothing company, whose shock publicity stunts have included images of a dying AIDS victim, launched a new ad campaign Tuesday featuring pictures of its chairman--stark naked.
A grinning Luciano Benetton appeared in newspapers and magazines around the world with his genitals covered only by his hands and the caption: “I want my clothes back!”
The company, which has always claimed its publicity aims to raise awareness of social and environmental issues, says it wants to persuade shoppers to give away unwanted clothes that will be redistributed to the needy through the International Red Cross, Red Crescent and Caritas.
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