Farewell to Oliviero Toscani: His Impact on the Industry

One of the most provocative and revolutionary photographers of his generation, he leaves us a career full of controversy, innovation and a deep mark on the collective imagination.

Oliviero Toscani (Milan, 28 February 1942 – Cecina, 13 January 2025) took his first steps in photography in the early 1960s, an era marked by the rise of the counterculture and the explosion of new forms of artistic expression. Throughout his career, he was known for his unconventional approach and his challenges to established boundaries in fashion, advertising and the visual arts. While many photographers of his time conformed to traditional rules of beauty and glamour, Toscani was a visionary who preferred to confront stark reality and use photography as a tool to provoke reflection.

His most recognisable work came in the late 1980s, when he became the creative mind behind Benetton, proposing some of the most controversial and courageous advertising campaigns in history. Known for their ability to make an impact, the proposals incited social norms by tackling issues such as racism, homophobia, AIDS or war, rather than focusing solely on the superficial. The famous ‘United Colors of Benetton’ campaign became a landmark not only in the history of fashion, but also in the field of socially responsible advertising.

Throughout his career, Oliviero worked hand in hand with some of the most prominent brands and magazines such as Prada, CK Jeans or L’Uomo Vogue, and his exhibitions have been presented in museums and galleries all over the world. His influence on contemporary photography is unquestionable, and his work continues to be a reference, so his legacy will be eternal.