Oliviero Toscani

Oliviero Toscani is an Italian photographer and designer who has been at the forefront of modern advertising since the 1970s. He is best known for his controversial campaigns for Benetton, which often featured provocative images that challenged social norms.

Born in 1942 in Milan, Italy, Toscani was raised in a family of photographers and designers. His father was a professional photographer and his mother was a fashion designer. From an early age, he was exposed to the world of art and design, which would later shape his career.

Toscani studied photography at the Istituto Europeo di Design in Milan before beginning his career as a freelance photographer in the late 1960s. He quickly gained recognition for his work, shooting for magazines such as Vogue and Harper's Bazaar. In 1982, he began working with Benetton as their creative director and photographer. His campaigns for the company were often controversial but highly effective, pushing boundaries with their provocative images that addressed issues such as racism, AIDS, war, poverty and death.

In addition to his work with Benetton, Toscani has also worked with other major brands such as Pirelli and United Colors of Benetton. He has also published several books on photography and design including “The Language of Images” (1995) and “The Power of Communication” (2002). In recent years he has focused on humanitarian projects such as “The Human Race” (2006), which aimed to raise awareness about global poverty.

Throughout his career Toscani has been recognized for his groundbreaking work in advertising and design. He has won numerous awards including the Grand Prix at Cannes Lions International Advertising Festival (1996) and the International Center of Photography Infinity Award (2003). Today he continues to push boundaries with his work while inspiring generations of photographers around the world.