Benetton bets on Massimo Renon. The group entrusts the CEO chair to the manager who has just released the position of CEO and general manager of the Marcolin group. In autumn 2018, the group announced the arrival of the first artistic director of the United Colors of Benetton collections Jean-Charles de Castelbajac. Starting in 2019, the brand is among the names on the Milano Moda Donna calendar. Renon began his career at Giacomelli Sport, subsequently moving to Luxottica. In 2010 he joined Ferrari, then moved to Safilo and subsequently to the Kering Group, where he contributed to the birth of the eyewear division.

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