Fashion photographer Oliviero Toscani, celebrated for his provocative advertising campaigns with the Italian brand Benetton, has passed away at the age of 82, as confirmed by his family. Toscani’s impactful work often addressed significant social issues including the AIDS crisis, racism, and the death penalty.
Last year, he disclosed his diagnosis of amyloidosis, an incurable condition affecting vital organs and nerves. His wife announced the news of his passing, stating, “It is with great sorrow that we announce that our beloved Oliviero has embarked on his next journey.”
Admitted to a hospital in Cecina, Tuscany, Toscani was in serious condition prior to his death. He had experienced substantial health challenges, including unintentional weight loss of 40 kg (88 lb), and expressed ambivalence about his prolonged suffering.
Toscani was a visionary in the fashion industry, known for his controversial yet thought-provoking campaigns that frequently challenged societal norms. For instance, his advertisement featuring a dying AIDS patient incited considerable backlash but ultimately brought crucial attention to the epidemic. Benetton recently paid tribute to Toscani by releasing one of his iconic photographs from 1989, illustrating his lasting influence on the brand.
Born on February 28, 1942, in Milan, Toscani was the son of a prominent photographer and studied at a Zurich art school. He contributed to major fashion publications and played a pivotal role in launching the career of renowned model Monica Bellucci.
Throughout his 18-year tenure at Benetton, Toscani’s inclusive representation of diverse models became synonymous with the brand’s identity. His bold approach often sparked controversy, particularly through graphic advertisements highlighting social injustices, including images of soldiers killed in war and controversial depictions of human rights issues.
Although he parted ways with Benetton in 2000 over differences regarding his last campaign featuring death row inmates, Toscana’s influence continued. In 2017, he briefly returned to the brand before their subsequent split in 2020. Toscani is survived by his wife, Kirsti, and their three children, Rocco, Lola, and Ali.
