Fashion photographer Oliviero Toscani, best known for his shocking campaigns for Italian clothing brand Benetton, has died aged 82, his family has confirmed.

The brand’s former artistic director has revealed that he has been suffering from amyloidosis, a rare and incurable disease that affects the body’s vital organs and nerves, for at least a year.

Toscani’s wife Kirsti posted on Instagram: “It is with great sadness that we announce that today, January 13, 2025, our beloved Olivero begins his The next journey.”

Toscani was taken to hospital in Cecina near his country home in Tuscany on Friday with serious injuries.

Last year, he told Italian newspaper Corriere del Sella that he had unintentionally lost 40 kilograms (88 pounds).

“I don’t know how long I have to live, but I’m not interested in this life anyway,” he added.

His work drew attention to social themes such as the AIDS epidemic, racism, war, and the death penalty.

To pay tribute to his work, Benetton released a photo he took for the brand in 1989.

“To explain something, words alone are not enough. That’s what you taught us,” a spokesman said Monday.

“Goodbye Oliviero. Keep dreaming.”

Toscani was born in Milan on February 28, 1942. He was the son of a famous “Corriere” photographer and studied at the Zurich Art School.

Throughout his career, he worked for leading fashion magazines such as Vogue and GQ, and helped launch the career of model Monica Bellucci.

He photographed cultural icons such as Andy Warhol, John Lennon and Federico Fellini.

But it was during his tenure as director of Benetton, a position he held for 18 years, that he gained world recognition.

His use of models of all races became the brand’s calling card and popularized the “United Colors of Benetton” logo – but his provocative photos sparked controversy.

Benetton billboards around the world feature an image of a soldier killed in Bosnia with his clothes stained with blood.

His use of a photo depicting David Kirby, a man who died of AIDS, also sparked a boycott of the brand.

Three identical human hearts were labeled black, white and yellow, hinting at racism in the fashion industry, while another of his ads – featuring a priest and a nun kissing – was eventually banned.

He parted ways with the brand in 2000, following controversy over his last campaign, which featured photos of death row inmates and was titled ” Sentenced to Death .”

He said his activities touched on topics such as human rights, religion and racism and aimed to raise awareness of certain issues.

“I use clothes to raise social issues,” Toscani told Reuters in an interview at the time, as debate erupted over whether the campaign went too far.

“Traditional advertising says that if you buy a certain product you will become beautiful, sexy, successful. None of that actually exists,” he said.

In 2007, his French model photo isabelle caro A fashion brand’s anti-anorexia campaign is making headlines.

She appeared on billboards and newspapers during Milan Fashion Week, looking haggard and emaciated due to an eating disorder. The campaign coincides with growing concerns over the use of too thin models on catwalks.

The photo, taken for fashion company Nolita, has been banned in several countries, including Italy, but sparked heated debate after going viral online.

Toscani resumed working for Benetton in 2017, but the group severed ties with him three years later after he downplayed its importance. Morandi Bridge The disaster killed 43 people.

He is survived by his wife and three children, Rocco, Lola and Ali.