Italian photographer Oliviero Toscani, king of provocation, has died

He has “begun his next journey”. The family of photographer Oliviero Toscani announced to the press the death of the 82-year-old artist. A provocateur, an essential figure in pop culture, he was famous in particular for his advertising campaigns for the fashion brand United Colors of Benetton. He suffered from amyloidosis, a rare disease.

“It is with immense sadness that we announce the news that today, January 13, 2025, our beloved Oliviero has embarked on his next journey,” it is written in a press release signed “Kirsti Toscani with Rocco, Lola and Ali”, named after his wife Kirsti and their children, quoted by the Italian press agency Ansa. They call for “reserve” and “understanding”, “for this moment that we wish to live in the privacy of the family”.

“I have always been free”

The artist revealed last summer that he was suffering from an “incurable illness”, telling the newspaper Corriere della Sera that he did not know “how long he has left to live”. He also confided that he had lost 40 kg in one year. He was diagnosed with amyloidosis two years ago, according to Rai News. This is a rare and serious pathology, which causes a deposition of abnormal proteins, gradually accumulating in tissues and organs, until they disrupt their functioning. Its severity depends on the type of organ affected by the disease.

Born in 1942 in Milan, himself the son of a reporter, Oliviero Toscani has established himself as a key name in photography and advertising, signing campaigns for numerous institutions, such as the Red Cross or the United Nations High Commission. United for Refugees, but also for brands, notably Esprit, Chanel, Toyota, Inter Football Club… He has also worked on prevention campaigns, among others on road safety, against violence against women and even anorexia, according to Rai News.

But it was above all his long years of collaboration with the United Colors of Benetton brand that left their mark: he developed a communication strategy defending messages of peace, tolerance and the fight for equality, but also addressing social issues such as AIDS or the death penalty. To the point of scandalizing part of public opinion.

Several shocking visuals are thus remembered: bodies bearing the inscription “HIV Positive”, a portrait of a nun and a priest kissing, or again, for the Jesus brand this time , a photo of denim shorts bearing the slogan “He who loves me follows me.”

He now produced editorial projects, books, television programs, exhibitions and shows from his studio in Tuscany. His works are exhibited in museums around the world, and won numerous awards, including four awards at the Cannes International Festival of Creativity, one of the most prestigious awards in the advertising and communications sector.

During his interview with Corriere della Sera last summer, he said he did not fear death: “As long as it doesn’t hurt. And then, I’ve lived too much, lived too well, I’m spoiled. I never had a master, a salary, I have always been free,” he said.