Oliviero Toscani
Encyclopedia
Oliviero Toscani is an Italian photographer, best-known worldwide for designing controversial advertising campaigns for Italian brand Benetton
, from 1982 to 2000. Most of these advertising campaigns were actually institutionals for the brand, always composed of rather controversial photography
, usually with only the company logo
"United Colors of Benetton" as caption.
One of his most famous campaigns included a photo (by Therese Frare) of David Kirby dying of AIDS
, lying in a Columbus, Ohio
, hospital bed, surrounded by his grieving relatives.
That picture was controversial due to its similarity to a pietà
painting and because some thought the use of this image to sell clothing was exploiting the victim; though the Kirby family stated that they authorized the use and that it helped increase AIDS awareness.
Other advertisments included allusions to racism
(notably one with three almost identical human hearts, which were actually pig hearts, with the words 'white', 'black', and 'yellow' as captions), war, religion and even capital punishment
.
In the early nineties
Toscani co-founded the magazine Colors (also owned by Benetton
) with American graphic designer Tibor Kalman
. With the tagline "a magazine about the rest of the world", Colors built on the multiculturalism prevalent at that time and in Benetton
's ad campaigns, while remaining editorially independent from Benetton
.
In 2005, five years after his resignation from Benetton
following the controversy surrounding the death row campaign, he sparked controversy again with his photographs for an advertising campaign for the men's clothing brand 'Ra-Re'. Their portrayals of men participating in homosexual
behaviour angered groups such as the Catholic parents' association Movimento Italiano Genitori
who called the pictures 'vulgar'. The campaign came amidst on-going debate in Italy about gay rights.
Oliviero Toscani unsuccessfully stood as a candidate for parliament for the new Rose in the Fist
party in the Italian general election
held on April 9 and 10, 2006.
In September 2007, a new campaign against anorexia
was again controversial due to his shocking photography of an emaciated woman (Isabelle Caro).
He is creating with La Regione Toscana a new research facility for modern communication called 'La Sterpia'.
Benetton Group
Benetton Group S.p.A. is a global luxury fashion brand, based in Treviso, Italy. The name comes from the Benetton family who founded the company in 1965. Benetton Group is listed in Milan....
, from 1982 to 2000. Most of these advertising campaigns were actually institutionals for the brand, always composed of rather controversial photography
Photography
Photography is the art, science and practice of creating durable images by recording light or other electromagnetic radiation, either electronically by means of an image sensor or chemically by means of a light-sensitive material such as photographic film...
, usually with only the company logo
Logo
A logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition...
"United Colors of Benetton" as caption.
One of his most famous campaigns included a photo (by Therese Frare) of David Kirby dying of AIDS
AIDS
Acquired immune deficiency syndrome or acquired immunodeficiency syndrome is a disease of the human immune system caused by the human immunodeficiency virus...
, lying in a Columbus, Ohio
Columbus, Ohio
Columbus is the capital of and the largest city in the U.S. state of Ohio. The broader metropolitan area encompasses several counties and is the third largest in Ohio behind those of Cleveland and Cincinnati. Columbus is the third largest city in the American Midwest, and the fifteenth largest city...
, hospital bed, surrounded by his grieving relatives.
That picture was controversial due to its similarity to a pietà
Pietà
The Pietà is a subject in Christian art depicting the Virgin Mary cradling the dead body of Jesus, most often found in sculpture. As such, it is a particular form of the Lamentation of Christ, a scene from the Passion of Christ found in cycles of the Life of Christ...
painting and because some thought the use of this image to sell clothing was exploiting the victim; though the Kirby family stated that they authorized the use and that it helped increase AIDS awareness.
Other advertisments included allusions to racism
Racism
Racism is the belief that inherent different traits in human racial groups justify discrimination. In the modern English language, the term "racism" is used predominantly as a pejorative epithet. It is applied especially to the practice or advocacy of racial discrimination of a pernicious nature...
(notably one with three almost identical human hearts, which were actually pig hearts, with the words 'white', 'black', and 'yellow' as captions), war, religion and even capital punishment
Capital punishment
Capital punishment, the death penalty, or execution is the sentence of death upon a person by the state as a punishment for an offence. Crimes that can result in a death penalty are known as capital crimes or capital offences. The term capital originates from the Latin capitalis, literally...
.
In the early nineties
1990s
File:1990s decade montage.png|From left, clockwise: The Hubble Space Telescope floats in space after it was taken up in 1990; American F-16s and F-15s fly over burning oil fields and the USA Lexie in Operation Desert Storm, also known as the 1991 Gulf War; The signing of the Oslo Accords on...
Toscani co-founded the magazine Colors (also owned by Benetton
Benetton Group
Benetton Group S.p.A. is a global luxury fashion brand, based in Treviso, Italy. The name comes from the Benetton family who founded the company in 1965. Benetton Group is listed in Milan....
) with American graphic designer Tibor Kalman
Tibor Kalman
Tibor Kalman was an influential American graphic designer of Hungarian origin, well-known for his work as editor-in-chief of Colors magazine....
. With the tagline "a magazine about the rest of the world", Colors built on the multiculturalism prevalent at that time and in Benetton
Benetton Group
Benetton Group S.p.A. is a global luxury fashion brand, based in Treviso, Italy. The name comes from the Benetton family who founded the company in 1965. Benetton Group is listed in Milan....
's ad campaigns, while remaining editorially independent from Benetton
Benetton Group
Benetton Group S.p.A. is a global luxury fashion brand, based in Treviso, Italy. The name comes from the Benetton family who founded the company in 1965. Benetton Group is listed in Milan....
.
In 2005, five years after his resignation from Benetton
Benetton Group
Benetton Group S.p.A. is a global luxury fashion brand, based in Treviso, Italy. The name comes from the Benetton family who founded the company in 1965. Benetton Group is listed in Milan....
following the controversy surrounding the death row campaign, he sparked controversy again with his photographs for an advertising campaign for the men's clothing brand 'Ra-Re'. Their portrayals of men participating in homosexual
Homosexuality
Homosexuality is romantic or sexual attraction or behavior between members of the same sex or gender. As a sexual orientation, homosexuality refers to "an enduring pattern of or disposition to experience sexual, affectional, or romantic attractions" primarily or exclusively to people of the same...
behaviour angered groups such as the Catholic parents' association Movimento Italiano Genitori
Movimento Italiano Genitori
The Italian Parents Movement is an Italian non-profit, lobbyist, advocacy organization in Rome, Italy. Its mission is the protection of children and claim more rights for the parents.-Purpose:...
who called the pictures 'vulgar'. The campaign came amidst on-going debate in Italy about gay rights.
Oliviero Toscani unsuccessfully stood as a candidate for parliament for the new Rose in the Fist
Rose in the Fist
The Rose in the Fist was a coalition of parties in Italy.The RnP was composed of the social-democratic Italian Democratic Socialists , the libertarian Italian Radicals and some independent members gathered in the Association for the Rose in the Fist The Rose in the Fist was a coalition of...
party in the Italian general election
Italian general election, 2006
In the Italian general election, 2006 for the renewal of the two Chambers of the Parliament of Italy held on April 9 and April 10, 2006 the incumbent prime minister Silvio Berlusconi, leader of the center-right House of Freedoms, was narrowly defeated by Romano Prodi, leader of the center-left The...
held on April 9 and 10, 2006.
In September 2007, a new campaign against anorexia
Anorexia nervosa
Anorexia nervosa is an eating disorder characterized by refusal to maintain a healthy body weight and an obsessive fear of gaining weight. Although commonly called "anorexia", that term on its own denotes any symptomatic loss of appetite and is not strictly accurate...
was again controversial due to his shocking photography of an emaciated woman (Isabelle Caro).
He is creating with La Regione Toscana a new research facility for modern communication called 'La Sterpia'.
External links
- OT Horses: American Quarter Horses Oliviero Toscani
- Interview with Oliviero Toscani
- The True Colors of Oliviero Toscani from AdAge International
- Oliviero Toscani from made-in-Italy.com (in ItalianItalian languageItalian is a Romance language spoken mainly in Europe: Italy, Switzerland, San Marino, Vatican City, by minorities in Malta, Monaco, Croatia, Slovenia, France, Libya, Eritrea, and Somalia, and by immigrant communities in the Americas and Australia...
) - Oliviero Toscani at Salon
- colorsmagazine.com
- ANOREXIA. Storia di un'immagine IMDB
- ANOREXIA. STORIA DI UN'IMMAGINE official info
- The Photo That Brought AIDS Home - slideshow by Life magazine