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Oliviero Toscani, Provocative Benetton Photographer, Dies at 82

Jan 13, 2025, 07:49 AM

Renowned Italian photographer Oliviero Toscani, celebrated for his provocative and groundbreaking advertising campaigns for Benetton, died on January 13, 2025, at the age of 82. His family announced his passing in a brief statement. Toscani had been suffering from amyloidosis, a rare and incurable disease characterized by abnormal protein deposits, and was hospitalized in Cecina following the aggravation of his condition. Two years prior, he had revealed his diagnosis, stating, 'I don't know how much time I have left'. In recent days, his wife had expressed concern over his worsening condition, saying, 'It seems like a road with no return'. Over a career spanning six decades, Toscani challenged societal norms with his bold and often controversial images, addressing topics such as racism, religion, sex, hunger, the death penalty, war, anorexia, and violence. His campaigns for Benetton in the 1980s and 1990s sparked global conversations and redefined the role of advertising in society. Emma Bonino, Italian politician and activist, remembered him as a 'genial radical companion of many just battles'. Benetton paid tribute to Toscani, stating, 'Farewell Oliviero, keep on dreaming'.