ad campaigns

The Toscani effect



Benetton 1984

Farewell Oliviero Toscani, a brilliant photographer and art director who changed the world through his audacious activism dressed as fashion advertising.

I became aware of him in the 1980s via his vibrant fashion shoots for Benetton using groups of racially diverse, often street cast models in simple studio settings, styled in layers upon layers by (my old boss) Caroline Baker.

Caroline Baker Benetton campaign by Oliviero Toscani

But Oliviero Toscani is possibly best known for art directing visionary Benetton ad campaigns opening up discussion around controversial subjects such as AIDS, racial discrimination and religion by featuring provocative, non-fashion images of a kissing nun and priest, three raw hearts labelled ‘white’, ‘black’, ‘yellow’, and a man dying of AIDS in the arms of his family (below).

These campaigns, along with Benetton’s equally unflinching magazine Colors were part of Toscani’s tenure as Benetton art director (from 1982-2000), but more lastingly, cement his influence as a cultural provocateur 25 years later.

Oliviero Toscani Benetton ad campaign

Benetton hearts campaign art directed by Oliviero Toscani
Benetton campaign kissing nun by Oliviero Toscani

WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGES: Benetton; Caroline Baker (Benetton); Benetton x 3
NOTE: Most images are digitally enhanced. Some posts use affiliate links and PR samples. Please read my privacy and cookies policy here

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