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Oliviero Toscani: The provocateur of photography has died!
Italian photographer Oliviero Toscani has died at the age of 82. He became known for his provocative Benetton advertising campaigns.
Oliviero Toscani: The provocateur of photography has died!
Italian photographer Oliviero Toscani has died at the age of 82. His family announced this on Monday and reported that he died after a serious illness, amyloidosis. Toscani, best known for his provocative advertising campaigns for fashion brand Benetton, was recognized as a “master of photography and a free spirit.” The president of Tuscany, where Toscani lived, said that "his genius will continue to inspire us," according to the Ansa news agency. Toscani was known for using his powerful images to highlight social issues such as AIDS, racism and the death penalty, often causing controversy, such as his 1992 campaign depicting a dying AIDS victim to raise awareness of the health crisis at the time.
A life full of provocative art
In the '80s and '90s, Toscani enjoyed an impressive career as an art director for Benetton, shaping the brand with his shocking and memorable images. His images covered a wide range of controversial topics, including anorexia and mafia murders. The choice of his motifs, such as the depiction of a blood-stained newborn or AIDS patients, often led to heated discussions and resistance from activists who criticized the transgressions of his art. Despite the negative reactions, he remained true to his principles and pursued the vision that advertising should also bear a responsibility to raise social awareness, as Toscani himself emphasized in an interview. Back in August he announced that he was suffering from incurable amyloidosis, which led to a drastic weight loss of 40 kilograms. His family asked for privacy during this difficult time as Toscani embarks on his "next journey," his loved ones said in an emotional Instagram post.
How Barron's reports, Toscani remains remembered as a towering figure in the world of photography, known for his ability to go beyond the ordinary and address significant social issues. His legacy will endure as the world mourns his visionary art and messages.