Toscani, son of a photo – journalist of the Corriere Della Sera, was born in 1942 in Milano, Italy. He studied photography an design in Zurich from 1961 to 1965. From 1982 to 2000 (18 years), he built United Colors of Benetton into one of the world's most recognized brand, giving the company its corporate image, identity and communication strategy.
His work includes corporate images and advertising campaigns for brands like Valentino, Chanel, Prenatal and many more. He has also work for fashion magazines as Elle and Vogue.
Toscani has been considerated more than a simple creative director because his work has been elevated to the category of art. In fact, many of his ads has been exhibited at Biennale of Venice and other museums around the whole world.
Luciano Benetton, the chairman of Benetton, took an enormous risk choosing Toscani for elaborate his advertising campaigns. At first, everything were awesome, and Luciano could see how his brand become one of the most famous fashion brands in the world.
The controversial ads created by Oliviero scandalized thousands of people, but at the same time, other people really loved the campaigns and felt identified with the message of the graphic adverts.
Toscani reached a difficult objective: all the people that saw their ads, talked about it, and many people bought Benetton products just for the provocative brand’s character.
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