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

Style photographer Oliviero Toscani, identified for his shock advert campaigns for Italian clothes model Benetton, has died aged 82, his household has confirmed.

The model’s former artwork director revealed least yr he had amyloidosis, a uncommon incurable situation that impacts the physique’s important organs and nerves.

“It’s with nice sorrow that we announce the information that immediately, 13 January 2025, our beloved Oliviero has launched into his subsequent journey,” Toscani’s spouse Kirsti mentioned in a publish on Instagram.

Toscani was admitted to hospital on Friday in Cecina, close to his Tuscan nation dwelling, in a severe situation.

In an interview with Italian newspaper Corriere della Sera final yr he mentioned he had unintentionally misplaced 40kg (88lb) in weight.

“I do not understand how lengthy I’ve left to reside, however I am not eager about residing like this anyway,” he added.

His work drew consideration to social themes, such because the Aids pandemic, racism, warfare and the dying penalty.

Paying tribute to his work, Benetton launched {a photograph} he had taken for the model in 1989.

“With a purpose to clarify sure issues, phrases merely do not suffice. You taught us that,” a spokesperson mentioned on Monday.

“Farewell Oliviero. Carry on dreaming.”

Born on 28 February 1942 in Milan, Toscani was the son of a widely known Corriere photographer and attended artwork faculty in Zurich.

All through his profession, he labored for main style magazines together with Vogue and GQ and helped to launch the profession of mannequin Monica Bellucci.

He photographed cultural icons akin to Andy Warhol, John Lennon and Federico Fellini.

Nevertheless it was throughout his tenure as director at Benetton, a place he held for 18 years, that noticed him obtain world recognition.

His use of fashions of all races turned the label’s calling card and popularised the “United Colors of Benetton” emblem – however his provocative pictures stoked controversy.

Photographs of the blood-drenched garments of a soldier killed in Bosnia have been featured on Benetton billboards world wide.

His graphic use of a photograph depicting David Kirby, a person dying of Aids, additionally prompted a boycott of the model.

Three equivalent human hearts labelled black, white and yellow hinted on the racism in style, whereas one other of his adverts – that includes a priest and nun kissing – have been finally banned.

He parted firm with the model in 2000 following disputes over his final marketing campaign, which featured pictures of dying row prisoners, captioned “sentenced to dying”.

He has mentioned that his campaigns, which touched on topics akin to human rights, faith and racism, have been designed to lift consciousness of sure points.

“I exploit clothes to lift social points,” Toscani advised Reuters in an interview on the time, as debate erupted over whether or not the marketing campaign had gone too far.

“Conventional promoting says when you purchase a sure product, you’ll be lovely, sexually highly effective, profitable. All that does not actually exist,” he mentioned.

In 2007, his picture of French mannequin Isabelle Caro for a style label’s anti-anorexia marketing campaign made headlines.

Her gaunt face and emaciated physique, ravaged by the consuming dysfunction, was featured on billboards and in newspapers throughout Milan style week. The marketing campaign coincided with the rise in concern about the usage of excessively skinny fashions on the catwalk.

The picture, shot for style home Nolita, was banned in a number of international locations together with Italy, however provoked fierce debate on-line after going viral.

Toscani resumed working for Benetton in 2017, however three years later, the group minimize ties with him after he performed down the importance of the Morandi Bridge catastrophe which killed 43 folks.

He’s survived by his spouse and three youngsters Rocco, Lola and Ali.