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J. González
Lunes, 13 de enero 2025, 09:20
With great sorrow, we announce that today, January 13, 2025, our beloved Oliviero has embarked on his next journey. With these brief words, the family of Oliviero Toscani announced the passing of the photographer, known for his controversial campaigns for the fashion brand Benetton.
The Italian artist passed away this morning after a long battle with a rare and incurable disease. These were the two adjectives Toscani used to describe the amyloidosis diagnosed a few months ago. This condition leads to the accumulation of amyloid proteins affecting the body's vital organs. Until the day before, I was like this, working as if I were 30 years old. Then one morning I woke up and suddenly I was 80. It happened a year ago. At the end of June, I woke up with swollen legs, I was in Val d'Orcia. I started having trouble walking, explained the photographer in an interview with Corriere della Sera.
Last Friday, his health deteriorated, leading to his admission to the intensive care unit at Cecina hospital in Livorno, where he passed away this morning.
Toscani, born in February 1942, followed in his father's footsteps into the world of photography, becoming the chief cameraman for several fashion magazines, where he helped launch the careers of famous models like Monica Bellucci.
However, his name did not gain prominence until he linked his surname with the Benetton brand. A friend of the founder, Luciano Benetton, Toscani is the mastermind behind the brand's famous and provocative campaigns. Under the slogan 'United Colors of Benetton', his advertising photographs were known for racial integration, the use of personalities in controversial poses, or depicting the harsh realities of AIDS.
Among his most controversial works, Toscani highlighted images of a dying AIDS patient and the blood-soaked clothes of a soldier killed in Bosnia on billboards worldwide, fueling controversies that helped popularize the 'United Colors of Benetton' logo.
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