Oliviero Toscani, Benetton's shock photographer, dies aged 82

Oliviero Toscani, the renowned fashion photographer celebrated for his provocative advertising campaigns for the Italian clothing brand Benetton, has sadly passed away at the age of 82. His family confirmed the news, revealing that Toscani had been battling amyloidosis, a rare and incurable condition that affects the body's vital organs and nerves. His wife, Kirsti, shared the heartbreaking announcement on Instagram, stating, 'It is with great sorrow that we announce the news that today, 13 January 2025, our beloved Oliviero has embarked on his next journey. ' Toscani was hospitalized in Cecina, near his picturesque Tuscan home, where he was in a serious condition. Known for his bold and sometimes shocking imagery, Toscani's work often addressed significant social issues, including racism, war, and human rights. He was not merely a photographer; he was a visionary who used his art to provoke thought and inspire change. In an interview with the Italian newspaper Corriere della Sera last year, Toscani revealed that he had unintentionally lost 40 kilograms, expressing uncertainty about his future. 'I don't know how long I have left to live, but I'm not interested in living like this anyway,' he remarked, showcasing his resilience in the face of adversity. Toscani's work was characterized by its ability to challenge societal norms and spark conversations about pressing issues. Benetton honored his legacy by releasing one of his iconic photographs from 1989, with a spokesperson stating, 'In order to explain certain things, words simply don't suffice. You taught us that. Farewell Oliviero. Keep on dreaming. ' Born on February 28, 1942, in Milan, Toscani was the son of a prominent photographer for Corriere della Sera and pursued his education in art at a school in Zurich. Throughout his illustrious career, he collaborated with leading fashion magazines such as Vogue and GQ, and he played a pivotal role in launching the career of the famous model Monica Bellucci. Toscani's portfolio includes portraits of cultural icons like Andy Warhol, John Lennon, and Federico Fellini. However, it was during his 18-year tenure as the art director for Benetton that he gained international acclaim. His innovative approach to advertising, which featured models of diverse ethnic backgrounds, became synonymous with the brand and popularized the 'United Colors of Benetton' logo. Toscani's provocative imagery often stirred controversy, as he tackled sensitive subjects head-on. For instance, he featured graphic images of a soldier's bloodied clothing from the Bosnian conflict and a poignant photograph of David Kirby, a man dying of AIDS, in his campaigns. These powerful visuals ignited discussions about social justice and human rights, but they also led to boycotts of the brand. Toscani's commitment to raising awareness about critical issues was evident in his statement, 'I exploit clothing to raise social issues. ' He believed that traditional advertising focused too heavily on superficial ideals of beauty and success, which he deemed unrealistic. In 2007, Toscani created a campaign addressing the issue of anorexia, featuring a model whose emaciated appearance sparked widespread debate. Although the image was banned in several countries, it gained traction online, prompting discussions about the fashion industry's responsibility regarding body image. Toscani briefly returned to work with Benetton in 2017, but he parted ways with the brand again in 2020 after making controversial remarks about a tragic disaster that claimed the lives of 43 individuals. He is survived by his wife and three children, Rocco, Lola, and Ali. Toscani's legacy endures through his impactful imagery and the vital conversations he initiated about social issues, leaving an indelible mark on the world of fashion and beyond.