Oliviero Toscani, photographer behind shock Benetton ads, dies age 82

Oliviero Toscani, the visionary photographer behind Benetton's provocative advertising campaigns, passed away at 82 on January 13, 2025. Toscani, known for redefining advertising with bold social messages, had been battling amyloidosis, a rare and incurable condition, and was hospitalized in critical condition before his death.

Born on February 28, 1942, Toscani trained as a photographer in Zurich and began his career in fashion magazines, helping launch models like Monica Bellucci. His global fame skyrocketed in the 1980s as Benetton's creative director. Toscani's campaigns, including images of a dying AIDS patient and bloodied soldier uniforms, ignited controversy and cemented Benetton’s brand identity under the "United Colors of Benetton" slogan.

In 2000, Toscani left Benetton following backlash over a campaign highlighting U.S. death row inmates, which he defended as a statement against capital punishment. He resumed collaboration with Benetton in 2017 but was dismissed in 2020 after controversial remarks about the 2018 Morandi Bridge disaster.

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