Oliviero Toscani, Benetton creative director behind provocative ad campaigns, dead at 82
Oliviero Toscani, the renowned photographer and creative mind behind the controversial advertising campaigns for Benetton, has passed away at the age of 82. His family confirmed his death in a statement, revealing that Toscani had been battling amyloidosis, a rare and incurable condition.
Toscani rose to fame in the 1980s as the creative director for Benetton, where he pushed the boundaries of traditional advertising by featuring provocative and thought-provoking images on billboards worldwide. Some of his most famous campaigns included images of a dying AIDS patient, a priest kissing a nun, and the blood-stained clothes of a soldier killed in Bosnia.
His work for Benetton was not without controversy, as he often tackled sensitive social issues such as diversity, religious tolerance, and environmental advocacy. One of his most infamous campaigns featured images of U.S. prisoners on death row, sparking a heated debate over the role of fashion in addressing societal issues.
Toscani’s groundbreaking approach to advertising earned him both praise and criticism, but his impact on the industry was undeniable. After leaving Benetton in 2000, he continued to push the boundaries of creativity, working on various projects that challenged the status quo.
In 2017, Toscani reunited with Luciano Benetton to revitalize the brand, but their partnership was short-lived. In 2020, Benetton cut ties with Toscani after controversial comments regarding the Morandi Bridge disaster, which claimed the lives of 43 people.
Despite the ups and downs of his career, Toscani’s legacy lives on through his iconic images, which were recently showcased in an exhibition at Zurich’s Museum fur Gestaltung. His unique vision and fearless approach to photography have left an indelible mark on the advertising world, inspiring future generations to think outside the box and challenge conventions.
As we bid farewell to Oliviero Toscani, we remember his words: “In order to explain certain things, words simply don’t suffice. You taught us that. Farewell Oliviero. Keep on dreaming.”
