Oliviero Toscani, the renowned Italian photographer known for his provocative advertising campaigns with Benetton, has passed away at the age of 82. His family confirmed that he died on January 13, 2025, after being hospitalized in serious condition near his home in Cecina, Tuscany. Toscani had been suffering from amyloidosis, a rare and incurable illness affecting vital organs. In a heartfelt statement, his family expressed their sorrow, stating, "It is with great sorrow that we announce the news that today, 13 January 2025, our beloved Oliviero has embarked on his next journey" ([CNN](https://edition.cnn.com/2025/01/13/style/oliviero-toscani-photographer-benetton-death/index.html)).

Born on February 28, 1942, Toscani began his career in photography before making a name for himself as the art director at Benetton, a role he held for two decades. He gained attention in the 1980s and 1990s for ad campaigns that showcased shocking images aimed at raising awareness about social issues ranging from AIDS to racism and the death penalty. One of his most notorious works featured the dying AIDS patient, David Kirby, surrounded by family, drawing both acclaim and backlash during a time when the disease led to significant stigma ([Le Monde](https://www.lemonde.fr/en/obituaries/article/2025/01/13/oliviero-toscani-photographer-famed-for-benetton-ads-dies-aged-82_6736997_15.html)).

Toscani's career was a blend of controversy and creativity; he often faced public backlash and numerous boycotts of Benetton’s products due to his bold choices. For instance, images of a blood-soaked shirt from a soldier killed in Bosnia and photos challenging racist stereotypes made waves worldwide, showcasing his belief that "I exploit clothing to raise social issues" ([Reuters](http://reuters.com/world/europe/oliviero-toscani-photographer-behind-benettons-shock-ads-dies-82-2025-01-13/)). His commentary on advertisements revealed a fundamental critique of traditional marketing, which he deemed overly superficial.

The Benetton brand officially severed ties with Toscani in 2020, particularly following his controversial remarks regarding the Morandi Bridge disaster that took 43 lives. His complex legacy was honored posthumously by many, including Benetton, which remarked, "In order to explain certain things, words simply don't suffice. You taught us that" ([BBC](https://www.bbc.com/news/articles/c99yr0g4j17o)).

Throughout his career, Toscani not only shaped the fashion industry but also left an indelible impact on the realm of photography and art by using his platform to confront societal issues, making him a visionary in the world of advertising.

For more details about his life and work, visit the full coverage on The Guardian.