One of the most acclaimed, discussed, and controversial photographers of our time, Oliviero Toscani.

His legacy will live forever thanks to his strong take on contemporary photography.

Oliviero Toscani is a creative force known for his bold ideas and outspoken views. He's a skilled communicator who challenges social and cultural norms. His photography, often shocking and provocative, has revolutionized fashion and advertising. While his images can be unsettling, they always feature vibrant colors and powerful messages.

Throughout his career, he worked on campaigns for renowned brands like Chanel, Robe di Kappa, Fiorucci, and Esprit. His photography also graced the pages of prestigious fashion magazines such as Elle, Vogue, GQ, and Harper’s Bazaar. Along the way, he captured iconic portraits of figures like John Lennon, Andy Warhol, and Italian filmmaker Federico Fellini.

However, he was perhaps best known for his groundbreaking work with United Colors of Benetton, creating powerful images that championed equality and diversity while addressing critical issues such as anorexia, homophobia, the death penalty, and racism. Beyond this, he also took on impactful projects highlighting problems like road safety, violence against women, and the plight of stray dogs.

In the early 1990s, Toscani addressed the AIDS crisis with a bold campaign featuring a range of colored condoms sold by Benetton. He also created a poignant and unforgettable image of AIDS activist David Kirby on his deathbed, surrounded by his family, which became a powerful symbol of the epidemic’s human impact.

In 2007, Toscani’s provocative “No Anorexia” campaign for the Italian fashion brand Nolita reignited debates about the illness and its connection to the fashion industry. The campaign featured a striking photograph of an emaciated model, Isabelle Caro, displayed on giant billboards and in newspaper ads during Milan Fashion Week, garnering global attention and sparking widespread discussion.

Other controversial images included a priest and a nun sharing a kiss, portraits of men on death row, a Black woman breastfeeding a white child, and a newborn baby—still bloody with the umbilical cord attached.

In the early 1990s, he conceived and directed Colors, a global magazine distributed through Benetton stores. Alongside Luciano Benetton, he also established Fabrica, a research and creative center in Italy that nurtured talent and helped launch the careers of numerous artists and fashion industry professionals.

“Provocation Is an Incredible Positive Word for Me”