Benetton launched an international casting online, the first of its kind, intended to find the twenty new faces of the autumn-winter 2011.
In all, no less than 60,000 people, teenagers, 20 and 30 somethings, from the four corners of the planet, 217 countries to be precise, tried their luck.
Mr. Alessandro Benetton himself who selected hist top 20 among 100 finalist previously chosen by the online votes.
The twenty come from Germany, France, Chine, Italy, Ukraine, The Dominican Republic and uzbekistan. All them were flown to NYC to be shot by the photograher Josh Olins.