Oliviero Toscani, the renowned Italian fashion photographer, has died at the age of 82. Born on February 28, 1942, in Milan, Italy, Toscani's career spanned decades, during which he became known for his provocative advertising campaigns and photography. His family confirmed his passing following his admission to a hospital in serious condition, linked to his battle with amyloidosis, a rare incurable condition.
Toscani's journey into photography was influenced by his father, a distinguished photographer for Corriere. He honed his skills at an art school in Zurich before venturing into the world of fashion photography. Toscani's work graced the pages of leading fashion magazines such as Vogue and GQ, and he played a pivotal role in launching the career of model Monica Bellucci.
His most notable tenure was as the creative director at Benetton for 18 years, where he gained fame for his shock ad campaigns. These campaigns were not merely about promoting clothing; they raised awareness on social issues, a sentiment Toscani himself articulated:
"I exploit clothing to raise social issues." – Oliviero Toscani
Toscani's approach to advertising was revolutionary. He challenged traditional norms and sought to change the narrative of consumerism:
"Traditional advertising says if you buy a certain product, you will be beautiful, sexually powerful, successful. All that doesn't really exist." – Oliviero Toscani
Throughout his illustrious career, Toscani captured images of cultural icons such as Andy Warhol, John Lennon, and Federico Fellini, further cementing his legacy in the realm of photography.
Toscani's diagnosis with amyloidosis led to significant health challenges, including an unintended weight loss of 40kg (88lb). Despite these setbacks, he continued to influence the world of fashion and photography until his final days.
He leaves behind his wife Kirsti and their three children, Rocco, Lola, and Ali. A spokesperson from Benetton paid tribute to Toscani's lasting impact:
"In order to explain certain things, words simply don't suffice. You taught us that." – Benetton spokesperson
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