Oliviero Toscani, Benetton’s surprise photographer, dies elderly 82

Model photographer Oliviero Toscani, recognized for his surprise advert campaigns for Italian clothes emblem Benetton, has died elderly 82, his circle of relatives has showed.

The logo’s former artwork director published least yr he had amyloidosis, a unprecedented incurable situation that is affecting the frame’s essential organs and nerves.

“It’s with nice sorrow that we announce the scoop that lately, 13 January 2025, our loved Oliviero has launched into his subsequent adventure,” Toscani’s spouse Kirsti mentioned in a submit on Instagram.

Toscani was once admitted to medical institution on Friday in Cecina, close to his Tuscan nation house, in a major situation.

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

“I do not know the way lengthy I’ve left to reside, however I am not taken with residing like this anyway,” he added.

His paintings drew consideration to social subject matters, such because the Aids pandemic, racism, battle and the demise penalty.

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

“So as to give an explanation for sure issues, phrases merely do not suffice. You taught us that,” a spokesperson mentioned on Monday.

“Farewell Oliviero. Stay on dreaming.”

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

All the way through his occupation, he labored for main model magazines together with Style and GQ and helped to release the occupation of fashion Monica Bellucci.

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

Nevertheless it was once all the way through his tenure as director at Benetton, a place he held for 18 years, that noticed him reach international popularity.

His use of fashions of all races become 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 around the globe.

His graphic use of a photograph depicting David Kirby, a person death of Aids, additionally induced a boycott of the logo.

3 similar human hearts labelled black, white and yellow hinted on the racism in model, whilst every other of his advertisements – that includes a clergyman and nun kissing – have been ultimately banned.

He parted corporate with the logo in 2000 following disputes over his ultimate marketing campaign, which featured pictures of demise row prisoners, captioned “sentenced to demise”.

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

“I take advantage of clothes to boost social problems,” Toscani informed Reuters in an interview on the time, as debate erupted over whether or not the marketing campaign had long past too a ways.

“Conventional promoting says if you are going to buy a definite product, you are going to be gorgeous, sexually tough, a hit. All that does not in point of fact exist,” he mentioned.

In 2007, his photograph of French fashion Isabelle Caro for a manner label’s anti-anorexia marketing campaign made headlines.

Her gaunt face and emaciated frame, ravaged through the consuming dysfunction, was once featured on billboards and in newspapers all the way through Milan model week. The marketing campaign coincided with the upward push in worry about the usage of excessively skinny fashions at the catwalk.

The picture, shot for model space Nolita, was once banned in different international locations together with Italy, however provoked fierce debate on-line after going viral.

Toscani resumed operating for Benetton in 2017, however 3 years later, the gang reduce ties with him after he performed down the importance of the Morandi Bridge crisis which killed 43 other people.

He’s survived through his spouse and 3 youngsters Rocco, Lola and Ali.