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Oliviero Toscani, son of the first photojournalist at Corriere Della Sera, was born in Milan in 1942 and studied photography and graphics at the University of the Arts in Zurich.
He has carried out campaigns promoting awareness of major social issues including road safety, anorexia, violence against women, the degradation of the Italian landscape, osteoporosis, stray dogs, racism and integration.
He created the image and identity of United Colors of Benetton, shifting the communication strategy towards promoting messages of peace and tolerance, focusing attention on social issues such as AIDS, the death penalty, integration and equality. His work made Benetton one of the best-known brands in the world.
Internationally known as the creative force behind some of the world’s most famous newspapers and brands, he created corporate images and advertising campaigns for – among others – Agip, Polaroid, Porsche, Esprit, Chanel, Robe di Kappa, Fiorucci, Hermès, LVMH, Prenatal, Jesus, Inter Football Club, Snai, Toyota, Italy’s Ministry of Labor, Italy’s Ministry of ‘Environment and Health, Artemide, Generali, Woolworth, The Italian Red Cross and the Umberto Veronesi Foundation.