On January 13, Oliviero Toscani, the photographer renowned for his bold and provocative advertising campaigns for the Italian apparel brand United Colors of Benetton, passed away in a hospital in Tuscany, central Italy. He was 82 years old. Toscani had revealed in August last year that he was suffering from amyloidosis, a rare and incurable disease, which had caused him to lose 40 kilograms.
Oliviero Toscani was a photographer celebrated for pushing the boundaries of advertising, using his work to focus on pressing social issues. During his two decades as art director for United Colors of Benetton, his campaigns went far beyond mere promotion, addressing sensitive topics such as racism, AIDS, and opposition to the death penalty with unparalleled audacity.
One of his most memorable campaigns was released in 1992 during the height of the AIDS crisis. It featured a photo of David Kirby, an AIDS patient, on his deathbed surrounded by his family—a powerful image that shocked the world. Similarly, Toscani’s work included a controversial kiss between a nun and a priest, visuals symbolizing racial tensions, and a photograph of French model Isabelle Caro, who suffered from anorexia, to denounce the condition. His creations consistently remained at the center of heated debates.
Toscani’s contributions were not limited to advertising. In 1991, he collaborated with Benetton to launch COLORS Magazine, a publication that tackled global social issues. In 1994, he established Fabrica, a creative research center, to foster experimental projects that transcended conventional marketing.
Following Toscani’s passing, Benetton released the following statement:
“In order to explain certain things, words simply don’t suffice. You taught us that. And with that said, we’d like to pay tribute to you with a photo that you took for us many years ago, in 1989. Farewell Oliviero. Keep on dreaming.”
The company also honored his legacy on Instagram, stating, “Oliviero Toscani (1942-2025) was a creative force that changed forever the role that advertising plays in the public debate,” while showcasing some of the most thought-provoking and iconic campaigns he created for the brand.
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On Toscani’s Instagram account, his family shared this heartfelt message:
“It is with great sorrow that we give the news that today, January 13, 2025, our beloved Oliviero has embarked on his next journey. Chiediamo cortesemente riservatezza e comprensione per questo momento che vorremmo affrontare nell’intimità della famiglia.”
Through his advertising campaigns, Toscani highlighted societal pain and contradictions, delivering messages that inspired many to take action. His achievements will live on forever, alongside his iconic works.
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