Oliviero Toscani, famous Italian photographer and key figure in provocative advertising, died this Monday, January 13, 2025 at the age of 82. The artist, known for his shocking campaigns for the Benetton brand, suffered from amyloidosis, a rare and incurable disease diagnosed two years previously. This pathology, causing protein deposits in the tissues, had considerably weakened him, leading to a loss of 40 kilos in one year.
Born on February 28, 1942 in Milan, Toscani revolutionized visual communication in 1983 by joining forces with Benetton. His campaigns addressed sensitive themes such as racism, AIDS, the death penalty and even anorexia. Among his most striking works are a nun kissing a priest, a black woman breastfeeding a white child and even portraits of death row inmates. These visuals, often banned in Italy and France, sparked debate while establishing Toscani as a fervent defender of social causes.
The artist refused the label of “artistic” photographer, asserting that photography became art when it provoked a reaction. His creations were not limited to advertising, but extended to prevention campaigns on major societal issues, as well as editorial projects and international exhibitions. Toscani notably won several prestigious distinctions, including four Golden Lions at the Cannes International Festival of Creativity.
-His collaboration with Benetton ended in 2020 after a controversy linked to his comments on the tragic collapse of the Morandi bridge in Genoa in 2018. Despite this break, his mark on the world of advertising remains indelible. Always free and provocative, Toscani declared that he only regretted the things he had not done.
Leaving behind him a body of work marked by ethics and aesthetics, Oliviero Toscani leaves having forever changed the perception of photography in advertising. His family announced his death with emotion, asking to live this moment in privacy.
