Oliviero Toscani, the renowned Italian photographer and art director, widely celebrated for his boundary-pushing work in advertising, passed away on Monday at the age of 82. His family shared the news on Instagram but did not disclose details regarding the location or cause of his death. Toscani had previously revealed his diagnosis of amyloidosis, a rare condition characterized by a buildup of protein, in an August interview with the Italian newspaper Corriere della Sera.
Toscani's groundbreaking campaigns in the 1980s and 1990s transformed Benetton from a modest Italian brand into an internationally recognized fashion giant. His provocative advertising blurred the lines between art, activism, and commercialism. Perhaps one of his most controversial ads featured an AIDS patient, David Kirby, whose poignant image on his deathbed sparked intense debates about the ethics of using such stark images in marketing for clothing.
The ad, which featured a colorized version of a photograph taken by Therese Frare, bore the tagline "United Colors of Benetton." Toscani secured permission from Kirby’s family to use the impactful image, who later expressed that the campaign contributed to increased awareness around the AIDS epidemic.
Toscani's work not only brought attention to pressing social issues but also challenged the norms of advertising, leaving an indelible mark on the industry and ensuring that discussions of art and activism remain intertwined in the world of marketing.
