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"Benetton chose Tehran, Iran for a new architecture competition to keep up with other big name fashion designers, like Prada and Chanel, who are branching into the world or building.  Benetton&amp;#8217;s architectural fashion project will involve the construction of two skyscrapers in Iran&amp;#8217;s capital city, no doubt designed and built in a way that will exude the sartorial flair of the Italian couture house. BDOnline points out the project may be part of a PR stunt to win over the hearts of Iranian fashionistas since &amp;quot;activists recently set fire to a branch of Benetton in Tehran following claims in the local press that company founder Luciano Benetton had Zionist links.&amp;quot;  French architect Odile Decq argues differently, saying it was her vision to inspire female architects in Iran.  &amp;quot;[The contest] is interesting because of Tehran, because of the place and its architecture,&amp;quot; Decq said of her contest. &amp;quot;Not every country is easy to work in, but we have to go there and prove we can do something in relation to these countries.&amp;quot; The gallery shows images of past Benetton campaigns, illustrating the fashion brand&amp;#8217;s fearful approach to business. This Benetton architecture contest is certainly a project to watch for. Iran is hot with undiscovered innovation, a niche Trend Hunter is eager to discovery more about."^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.trendhunter.com/trends/benetton-iran-tehran-skyscraper>