Italian fashion group Benetton reopened its London flagship store last week with an event that styled customers for a mock advert.

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The overhaul of its Oxford Circus store was marked with customers being styled as if they were going to star in a Benetton advert. They also met Soraya, the UK winner of Benetton’s It’s My Time casting competition, who now stars in its ads.

The retailer said the store’s new look aimed to combine the “pioneering spirit” of the brand with “a sense of London’s history and heritage”.

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