Oliviero Toscani (28 February 1942 – 13 January 2025)
Oliviero Toscani, the revolutionary photographer whose provocative campaigns for Benetton challenged societal norms and redefined advertising, passed away on 13 January 2025 at the age of 82.
His family announced his death earlier today. “It is with great sadness that we announce that today, January 13, 2025, our beloved Oliviero has embarked on his next journey. We kindly ask for privacy and understanding for this moment that we would like to face in the intimacy of the family. Kirsti Toscani with Rocco, Lola and Ali”.
It marks the end of a career that spanned over six decades and transformed the world of photography and communication.
Benetton campaign brought him fame
Born in Milan on 28 February 1942, Toscani was destined for a life behind the lens, following in his father’s footsteps. After studying photography at the prestigious University of the Arts in Zurich, he began contributing to fashion magazines, working with notable publications such as Elle, Vogue, and Harper’s Bazaar. His early work helped launch the careers of stars like Monica Bellucci and Claudia Schiffer, but it was his groundbreaking partnership with Benetton in 1982 that catapulted him to international fame.
Toscani’s “United Colors of Benetton” campaigns received praise and criticism in equal measure. By using bold and often unsettling imagery to spotlight pressing social issues, such as AIDS, racism, war, and the death penalty, he reshaped the boundaries of advertising. Among his most iconic works were a photograph of a dying AIDS patient, images of death row prisoners, and a striking tableau of a priest kissing a nun. Toscani often said, “I exploit clothing to raise social issues,” believing that advertising could serve as a platform for activism rather than consumerism.
Despite the controversy, his work earned him numerous accolades, including the Grand Prix de la Publicité and the Golden Lion at the Cannes Advertising Festival. His commitment to challenging societal taboos also extended beyond photography; Toscani was an advocate for political reform, running for office with the Italian Radical Party in the 1990s.
In 2000, Toscani’s tenure with Benetton ended following a polarising campaign against the death penalty. Yet, he continued to create thought-provoking work, collaborating with organisations such as the Red Cross, the United Nations, and the Italian Health Institute. In 2007, he launched Razza Umana (Human Race), a project documenting the diversity of humanity through portraits.
Suffered from Amyloidosis
Toscani faced a personal battle in his final years, revealing in 2023 that he was suffering from amyloidosis, a rare and incurable disease. Despite his illness, he remained defiant and reflective, stating, “I’ve lived too much and too well. I’ve never had a boss, a salary, I’ve always been free.”
His legacy is one of innovation, provocation, and a steadfast belief in the power of art to effect change. Toscani’s work is on display in exhibitions worldwide. He once said he wanted to be remembered “not for any one photo but for my whole work, for the commitment.” His life’s work, bold, fearless, and unapologetically human, ensures that he will be.
Toscani is survived by his wife Kirsti and their three children, Rocco, Lola, and Ali.
