Oliviero Toscani

Emotions are running high with this photographers work.


There was a time when you could only love or hate Benetton ads. There was no in between. This was largely due to the work of Benetton’s Art Director Oliviero Toscani.


He shifted the communication strategy towards promoting messages of peace and tolerance, focusing attention on social issues such as AIDS, the death penalty, integration and equality. Whether genital calendars, gay and lesbian couples with baby carriages or a nun kissing a priest – Toscani’s advertising campaigns for Benetton provide a topic of conversation. Even by today’s standards, these campaigns are provocative.


He created corporate images and advertising campaigns for – among others – Polaroid, Porsche, Esprit, Chanel, Hermès, Inter Football Club and The Italian Red Cross.