A portrait of Oliviero Toscani: My encounter with the man who framed the world
From a student’s first meeting to a creative collaboration with a photography legend: a personal memory from our alumnus-turned-professor
Oliviero Toscani wasn’t just a photographer; he was a force of nature. His lens didn’t merely capture moments—it ignited conversations, sparked debates, and changed perceptions. His passing has left a void in the world of creativity and communication, but his legacy will continue to shine brightly.
From Inspiration to Collaboration: My Unforgettable Journey with Oliviero Toscani
For me, Oliviero Toscani was more than just a name; he was an experience. I first met him years ago when I was a student at Istituto Marangoni Milano. He came to deliver a talk—a moment I anticipated with wide-eyed excitement. As he spoke, his energy filled the room. He was sharp, passionate, and unapologetically direct. You couldn’t look away. He had this uncanny ability to make you question everything you thought you knew about creativity and art.
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Years later, fate brought us together again. This time, I was not as a student in awe but as a collaborator on a magazine cover shoot. Oliviero Toscani was behind the camera, and I was responsible for styling the set. Saying that it was incredible would be an understatement. Watching him work was like witnessing lightning in a bottle—electric, raw, and undeniably powerful. His personality was just as I remembered: strong, creative, and, yes, occasionally brusque.
However, Toscani’s honesty was his charm. He spoke his mind—no sugar-coating, no pretence. It was that truthfulness that contributed to his legendary status.
The Making of a Legend
Born in Milan on 28 February 1942, Toscani began his journey into photography at just 14, capturing a poignant image of Rachele Mussolini at her husband’s burial.
After honing his craft at the University of the Arts in Zurich, he made a splash in the advertising world with a campaign for Algida’s iconic cornetto.
Still, Oliviero Toscani wasn’t content with convention. He didn’t just take photographs; he made powerful statements. Whether through bold campaigns for Benetton that addressed social issues or haunting images tackling anorexia and the death penalty, Toscani transformed photography into a tool for change.
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Pushing the Boundaries, One Frame at a Time
His lens framed the most influential faces of our time—John Lennon, Andy Warhol, Muhammad Ali, and Claudia Schiffer, to name a few.
Yet, what truly set Oliviero Toscani apart was his unyielding commitment to pushing boundaries.
Beginning in 1982 with Benetton, he used fashion as a platform to confront the world with pressing social issues such as equality, homophobia, AIDS, and the mafia, among others. Each campaign he created wasn’t just an ad; it was a cultural earthquake.
Oliviero Toscani: A Visionary Until the End
In his later years, Oliviero Toscani continued to pursue audacious projects.
From his Razza Umana series, a visual exploration of human diversity, to partnerships with organisations like the UNHCR and the Red Cross, his work consistently advocated for a better world. He never stopped challenging us to think, feel, and take action.
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A Lasting Legacy, Personal and Global
As I reflect on the time I spent with Oliviero Toscani, I’m struck by the magnitude of his influence—not just on the world but on me personally.
He was more than just a man with a camera; he was a visionary who lived and breathed creativity. His passion was contagious, his spirit uncompromising, and his legacy undeniable.
Rest in Power, Maestro Toscani
Oliviero Toscani has left this world, but his work will forever remind us of the power of art to provoke, inspire, and transform. I am eternally grateful to have witnessed his genius up close. Rest in power, Maestro.
Angelo Ruggeri
Journalist, Master’s Programme Tutor & Fashion Styling Course Leader, Milan