Oliviero Toscani: The Provocateur of Advertising and Social Commentary
Italian photographer and publicist Oliviero Toscani passed away on Monday at the age of 82, succumbing to an incurable illness as reported by Italian media. His health had deteriorated significantly, leading to hospitalization in intensive care in Cecina, where he ultimately lost consciousness. Toscani was afflicted with amyloidosis, a rare condition he candidly discussed in an interview in the Corriere della Sera last August, describing it as a road without return.
Toscani is celebrated for revolutionizing the advertising world with his provocative and often controversial campaigns for the fashion brand Benetton. His work addressed pressing social issues such as racism and religious conflicts, and he did not shy away from challenging societal norms. Born in Milan in 1942 as the son of a renowned photojournalist, he honed his craft in photography and graphics at the University of the Arts in Zurich from 1961 to 1965.
His impact extended far beyond Benetton, with Toscani known globally for creating corporate images and effective advertising strategies for a multitude of brands including Esprit, Chanel, and Toyota, among others. His artistic lens also captured the attention of major fashion publications, leading to collaborations with Elle, Vogue, and Harper’s Bazaar. From 1982 to 2000, he was instrumental in reshaping United Colors of Benetton's identity, launching campaigns that featured striking visuals – such as a priest kissing a nun or a moving image of a terminally ill AIDS patient – captivating the public and igniting dialogue around crucial topics.
In 1990, Toscani took on another creative challenge, founding and directing the art journal Colors, which focused on global cultural issues. In addition, he established Fabrica, a research center aimed at nurturing creativity in modern communication. His tenure as creative director of the monthly magazine Talk Miramax in New York from 1999 to 2000 further exemplified his influence in media and communication.
Committed to social issues, Toscani was a founder of the Mendrisio Academy of Architecture and taught visual communication at various prestigious universities. He also authored several books exploring themes in communication. In 2007, he launched Razza Umana, a photography and video project aimed at showcasing the diversity of human morphologies and experiences, championing the representation of physical, social, and cultural characteristics.
In addition to his artistic projects, Toscani dedicated nearly three decades to the New Italian Landscape project, advocating against the degradation of Italy's natural scenery. His works have been exhibited in esteemed venues including the Venice Biennale and the São Paulo Biennial, demonstrating the global reach of his artistic influence. Toscani's contributions to the field have earned him numerous accolades, including four Golden Lions and multiple awards from various Art Directors Clubs worldwide.
Oliviero Toscani's legacy lives on as an artist who not only transformed advertising but also sought to provoke thought and spark conversations through his artistry.
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