SECRET SOCIETY

Marysia Woroniecka first recognised the power of the internet when she was working with United Colors of Benetton in the 90s. At the time, the brand had a controversial advertising campaign that was causing a polemical conversation throughout the media.

“But when I talked to people individually, there was a much richer conversation that was more nuanced and thoughtful,” she tells us, from her home in Brooklyn, New York.

“Then, along came the internet, or rather, I became aware of it. There was suddenly this sense of freedom: you could talk to people all over the world. I remember calling Benetton and saying they must start getting on this.

“It was still pretty early, especially to people in the fashion industry, they thought I was talking a language from Mars,” she laughs. However, she admits herself that it was quite some time before even she saw the commercial opportunities of selling