Iconic Benetton Photographer Toscani Dies: Reflecting on His Controversial Legacy

Legendary Italian fashion photographer, Oliviero Toscani, the mastermind behind those jaw-dropping Benetton advertising campaigns, has passed away at 82! Last year, this iconic ex-art director of Benetton unveiled his battle with amyloidosis, a rare disease wreaking havoc on vital organs. His heart-wrenching confession to Corriere della Sera about losing a staggering 90 pounds with little time left has left people speechless.

Breaking the news of his passing, Kirsti Toscani, his wife, took to Instagram, stating poignantly that on January 13, 2025, Oliviero embarked on his next journey.

Toscani's career was nothing short of revolutionary, steering Benetton's image with audacious campaigns that many can never forget. Remember the scandalous nun and priest smooch, or the heart-wrenching blood-soaked uniforms from fallen soldiers? How about the raw, emotional image of David Kirby dying of AIDS? These bold campaigns did stir up quite the stir, leading Toscani to exit Benetton in 2000. Yet, nearly two decades later, he made a brief return, proving his indomitable spirit.

Another gut-punching moment was his controversial awareness campaign against deadly eating disorders in the fashion industry. The unforgettable 2007 billboard of French model Isabelle Caro during Milan fashion week is etched in the memory of many, a haunting reminder of a world often hidden. Tragically, Caro succumbed to anorexia just two years later.

Toscani never shied away from controversy. His shocking, socially conscious images were often censored, but they were a bold testament to his relentless pursuit of truth. "I exploit clothing to raise social issues," he once declared to Reuters amidst the uproar of his death row imagery.

Remembering Toscani, Benetton praised his ability to convey the unspeakable through visuals. A legacy like his isn't defined by just one photo but by the sheer commitment and a treasure trove of thought-provoking work.