Oliviero Toscani (1942) was born in Milan and took up photography following in the footsteps of his father, Fedele Toscani, a photo reporter for the newspaper Corriere Della Sera. After obtaining his diploma at the Kunstgewerbeschule Zürich, he started working with different magazines, including Elle, Vogue, L'Uomo Vogue, and Harper's Bazaar.
In 1982 he started working as Art Director for the Benetton Group. One of his most famous campaigns included a photo (by Therese Frare) of David Kirby dying of AIDS, lying in a Columbus, Ohio, hospital bed, surrounded by his grieving relatives. The picture was controversial due to its similarity to a pietà painting and because critics of the ad thought the use of this image to sell clothing was exploiting the victim, though the Kirby family stated that they authorized the use and that it helped increase AIDS awareness. Other advertisements included references to racism (notably one with three almost identical human hearts, which were actually pig hearts, with the words 'white', 'black', and 'yellow' as captions), war, religion, and even capital punishment.
In the early 1990s, Toscani co-founded the magazine Colors (also owned by Benetton) with American graphic designer Tibor Kalman (Artist of the day, June 12, 2019). With the tagline "a magazine about the rest of the world", Colors built on the multiculturalism prevalent at that time and in Benetton's ad campaigns, while remaining editorially independent from the group. Toscani left Benetton in 2000.
A long-term Tuscany resident, in 2003 he created in collaboration with Regione Toscana a new research facility for modern communication called 'La Sterpaia'.
In 2005, Toscani sparked controversy again with his photographs for an advertising campaign for the men's clothing brand 'Ra-Re'. Their portrayals of men participating in homosexual behavior angered groups such as the Catholic parents' association Movimento Italiano Genitori, who called the pictures 'vulgar'. The campaign came amidst ongoing debate in Italy about gay rights.
Toscani unsuccessfully stood as a candidate for parliament for the new Rose in the Fist party in the Italian general election held on 9 and 10 April 2006.
In September 2007, a new campaign against anorexia was again controversial due to his shocking photography of an emaciated woman (Isabelle Caro).
When Luciano Benetton returned as executive director of the Benetton Group in January 2018, he brought along Oliviero Toscani. In 2018, Toscani became a member of the Italian Democratic Party.
© 2019. All content on this blog is protected by international copyright laws All images are copyrighted © by Oliviero Toscani and/or Benetton. Apart from fair dealing for the purpose of private study, research, criticism or review as permitted under the Copyright Act, the use of any image from this site is prohibited unless prior written permission is obtained. All images used for illustrative purposes only
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| Mr. Oliviero Toscani |
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David Kirby dying of AID for Benetton
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| Arte Generali detail of the promotional campaign |
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| spring ad campaign for Benetton |
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| Races for Benetton |
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| From CNN Next |
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| for DKM |
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| Rare ad campaign |
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| Roleski |
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| For DKM |
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| for DKM |
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| from CNN Next |
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For Benetton |
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| For Benetton |
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| For Benetton |
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| For Benetton |
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| For Benetton |
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| For Benetton |
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| For Benetton |
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| For Benetton |
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| 1984, Stephen Jones and Sybille de Saint-phalle |
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Spring ad campaign for Benetton
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| For Benetton |
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| From CNN Next |
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| The smiling carrion ad |
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| Le Bambole '07 |
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| From CNN Next |
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| From CNN Next |
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| From CNN Next |
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| From CNN Next |
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| Vogue Italia March 1972, Donna Ordane |
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