He advertising photographer Oliviero Toscani, Born in Milan in 1942, he died at the age of 82 in the town of Cecina, Tuscany. His professional career has been marked by the work carried out for Benetton advertising campaigns in the 1980s and 1990s.
Toscani was diagnosed more than a year ago with amyloidosis, a rare and incurable disease that led him to point out in some interviews his short life expectancy.
Oliviero Toscani left his mark on advertising photography for the images taken for Benetton, brand of which he built the identity, the corporate image, the communication strategy between 1982 and 2000. Impact and provocation were mixed in his photographs to address issues such as racism, religion and other topics that sparked social and ethical debates.
The brand has published a message of condolence, accompanied precisely by a photograph of Toscani. “To explain certain things, words simply are not enough. You taught us. And having said that, we would like to pay tribute to you with a photo that you took of us many years ago, in 1989. Goodbye Oliviero. keep dreaming”says the publication.
From the photographer’s own studio, Oliviero Toscani Studio, they have shared a portrait of Toscani and have expressed: “our beloved Oliviero has embarked on his next journey.”
Considered an heir to Andy Warhol, Toscani promoted transgressive advertising that was also nicknamed shockvertising, for its ability to generate impact and controversy among users. Without focusing on the product, the images made for Benetton came to show an AIDS patient surrounded by his family or the condemned on death rows in the United States.
Beyond Benetton, Toscani served as a creative force behind some of the most successful brands in the world, including Esprit, Chanel, Fiorucci and Prenatal. He also worked as a fashion photographer and collaborated with international magazines such as Elle, Vogue, and Harper’s Bazaar.
His connection to fashion led to his photographs boosting the careers of models and actresses in the 90s, such as Cindy Crawford, Naomi Campbell or Monica Bellucci. Likewise, throughout his career he has photographed dozens of relevant figures, including John Lennon, Muhammad Ali, and Mick Jagger, and in Italy, Federico Fellini and Silvio Berlusconi himself in his early days.
In addition to his work as a photographer, Toscani created, in 1990, Colors magazine, which became a cult magazine; and in 1993 he founded Fabrica, an international research center for arts and modern communication. Through this he produced books, television programs, publishing projects, exhibitions and films recognized at international film festivals.
