United Colors of Benetton has never been shy about a bold visual. But this season, with the AW25 campaign, the brand has handed the reins to Rick Dick – Italy’s most meme-savvy, irony-dripping, AI-wielding digital artist – and the result is nothing short of an acid-bright, joyous fever dream. Known for hijacking the fashion conversation with viral posts and gleefully absurd AI renderings, Rick Dick is hardly your usual campaign photographer. His Instagram is a cocktail of satire, surrealism and digital collage that makes you stop mid-scroll and mutter “what in the world?” – before double-tapping anyway. So, pairing him with Benetton, a label historically synonymous with fearless, disruptive visuals, feels like the kind of logic only fashion could pull off.