Oliviero Toscani, the influential fashion photographer renowned for his provocative advertising campaigns with the Italian brand Benetton, has passed away at the age of 82. His family confirmed the news, stating that Toscani had died on January 13, 2025, after battling amyloidosis, a rare incurable disease that affects critical organs. His wife, Kirsti, shared the heartbreaking announcement on her Instagram account, reflecting on Toscani’s impactful journey through art and advocacy.
Admitted to a hospital in Cecina near his Tuscan home, Toscani had recently revealed in an interview with the Italian newspaper Corriere del Sella that he had experienced significant weight loss and expressed a lack of desire to live under such conditions. Throughout his career, Toscani was known for harnessing the power of photography to address pressing social issues such as AIDS, racism, war, and capital punishment.
In tribute to Toscani, Benetton released one of his iconic photographs taken for the brand in 1989, honoring his unique ability to convey profound messages through visuals. "Words simply don't suffice," a spokesperson for Benetton remarked in their homage. Toscani gained notoriety for his use of diverse models, epitomizing the "United Colors of Benetton" theme, while also inciting outrage with his graphic imagery, such as the haunting images of war-torn victims and the sorrowful depiction of a dying AIDS patient.
Born on February 28, 1942, in Milan, Toscani was the son of a notable photographer and owned a wealth of experience shooting for prestigious magazines like Vogue and GQ. He was instrumental in launching the career of celebrated model Monica Bellucci and captured portraits of celebrated cultural figures including Andy Warhol and John Lennon. Toscani's groundbreaking role as art director at Benetton from 1982 to 2000 cemented his status in the world of fashion photography. His campaigns often sparked debate over the ethics of marketing and social responsibility, as he believed in using clothing as a medium for social commentary.
In later years, Toscani's work continued to evoke strong reactions, including the controversial anti-anorexia campaign that showcased the frail figure of model Isabelle Caro, which generated intense discussions regarding body image in the fashion industry. Despite parting ways with Benetton after disputes over his direction, he returned to work with the brand in 2017, although he was subsequently let go in 2020 after contentious remarks related to the Morandi Bridge disaster.
Survived by his wife and three children, Toscani's profound impact on photography and social activism will be remembered for generations, leaving a legacy of challenging societal norms through striking and often controversial imagery.
