Milan (AP) - Oliviero Toscani, an influential Italian photographer renowned for his controversial ad campaigns with Benetton in the 1990s, passed away on Monday at the age of 82. His passing was announced by his wife, Kirsti, and their three children, who expressed their immense pain in a public statement.
Toscani had been battling a rare disease known as amyloidosis, which is characterized by the accumulation of abnormal protein deposits in the body. In an interview with Corriere della Sera last August, Toscani shared that he had lost 40 kilograms (approximately 90 pounds) in just a year. He admitted, “I don’t know how long I have left to live, but I’m not interested in living like this anyway,” reflecting his struggles with the illness.
Throughout his illustrious career, Toscani made his mark not just through individual photographs but through his overall commitment to provocative and socially conscious art. He famously stated he wanted to be remembered “not for any one photo but for my whole work, for the commitment.” Toscani's ad campaigns often sparked outrage and discussion due to their boldness and thought-provoking themes.
One of his most infamous campaigns involved an image of the Pope kissing an imam, a visual that infuriated the Vatican. Toscani's work for the United Colors of Benetton showcased a variety of striking and unconventional imagery, including a priest embracing a nun, a newborn baby still connected to its umbilical cord, and a black woman nursing a white baby. These images were part of Benetton's broader advocacy for diversity, environmental protection, and religious tolerance.
However, Toscani's long-standing relationship with Benetton deteriorated after he made controversial remarks regarding the 2018 Genoa bridge collapse, a disaster that resulted in numerous fatalities. During a conversation on RAI television, he dismissed the tragedy by saying, “Who cares about a bridge collapse?” This statement angered the families of the victims and led to public outrage as it came amid discussions surrounding a photograph of Benetton family members linked to the maintenance of the collapsed bridge.
Following the backlash, Toscani issued a public apology in an interview with La Repubblica, stating, “I am sorry. More: I am ashamed to apologize. I am humanly destroyed and deeply pained.” Despite this apology, the damage to his reputation and partnership with Benetton was irreparable, leading the brand to sever all ties with him.
Toscani's impact on photography and advertising remains significant. He challenged societal norms and sparked conversations on important social issues through his art. His fearless approach to creative expression has left a lasting legacy in the worlds of photography and marketing. With his passing, the art community remembers Oliviero Toscani not only for his striking images but for his commitment to addressing complex societal themes through visual storytelling.
