Sisley was founded in Paris in 1968 and presented its first denim collection. At that time, it was a clothing brand specializing in jeans and cotton. Recognizing its potential, the Benetton group acquired the exclusive rights to use the brand in 1974. the 1980s, the brand and its collections, with their original and unisex designs, became a way of expressing the fashion trends of the time, incorporating contemporary lifestyles. Sisley's cultural significance was felt primarily in Italy through the " paninari " movement, which embodied openness to new places and cultures. This approach formed the basis of the brand's communication strategy at the time, as exemplified by the Sisley Travel Diaries .