HOW OLIVIERO TOSCANI ADDRESSED SOCIAL ISSUES SUCH AS RACISM THROUGH CAMPAIGNS WITH UNITED COLORS OF BENETTON

With the social on goings that are currently ever present, we would like to shed light on the work of Italian photographer Oliviero Toscani. Toscani was the art director at Italian brand ‘United Colors of Benetton’ for 18 years between 1982-2000 and during this time established himself as the man behind some of the most controversial, but yet impactful marketing campaigns. During his tenure social topics were often addressed such as sexuality, racism, war, AIDS and capital punishment.

Although not always digested well, Toscani was unfazed by the criticism and in some cases the lawsuits that accompanied and continued to break the status quo. Issues were never look at as being controversial but looked at as a reality. Although Benetton decided to cut ties with Toscani after it was deemed that he took a step too far with his “Looking Death In The Face” campaign in 2000, his work resonates deeply and will remain eternally impactful with the messages that were shared.