Olivero Toscanithe visionary behind Benetton’s provocative advertising of companies that revolutionized the world of fashion, has died at the age of 82, his family confirmed on Monday. Last Friday, Toscani was admitted to Cecina Hospital near his Tuscan residence in critical condition, having passed out before dying.
“It is with deep sadness that we announce that on January 13, 2025, our beloved Oliviero departed on his next journey,” his wife Kirsty and three children shared in an emotional statement.
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In a candid interview with Corriere della Sera in August, Toscani revealed that he was struggling amyloidosisa rare and incurable disease that causes a build-up of protein that affects vital organs. He detailed his year-long struggle to lose 40 kilograms, with photos depicting his frail condition.
Born on February 28, 1942, Toscani inherited his father’s passion for photography, honing his craft in Zurich. Early in his career, he worked with famous fashion magazines and launched the careers of top models, including Monica Bellucci. However, it was during his tenure as creative director of Benetton in the 1980s that Toscani became a household name.
Toscani’s campaigns for Benetton pushed boundaries, featuring images such as a dying AIDS patient and war-torn clothing from Bosnia, igniting global dialogue and establishing the United Colors of Benetton as a bold, socially conscious brand. His controversial 2000 campaign for US death row inmates attracted worldwide attention, but ultimately led to his departure from Benetton amid intense debate over its moral boundaries.
“Clothes are a means to raise awareness of pressing social issues,” Toscani told Reuters, defending his approach against conventional advertising norms. “Traditional advertising promises beauty, power and success – illusions that simply don’t exist.”
After a 17-year hiatus, Toscani reunited with Benetton in 2017 to revive the brand amid growing competition in fast fashion. However, his relationship with the company ended again in 2020 after comments downplaying the tragic collapse of the Maranda Bridge in Genoa in 2018, which was overseen by the Benetton-linked firm.
Despite the controversy, Tuscany’s heritage remains unparalleled. His work was celebrated in the exhibition “Photography and Provocation” at the Gestaltung Museum Zurich in 2024, highlighting his transformative influence on advertising and visual storytelling.
