Oliviero Toscani, was the creative mind behind the controversial ad campaigns that turned the Italian clothing label into a household name.
Toscani worked as Benetton's creative director for 18 years from 1982 through to 2000
Though he will probably be best remembered for last year's controversial campaign based on photos and information about some 26 death row inmates from six different U.S. state prisons. Toscani and Benetton say the international "We On Death Row" campaign was aimed at drawing attention to the controversy surrounding the use of capital punishment in the U.S.
The cover of the controversial catalogue:
Jerome Mallett, a 41-year-old Missouri native who has been on death row since 1986, is just one of 26 death row inmates profiled in the Italian clothing manufacturer's new catalog. Though there is no sign of the company's trademark sweaters, just stories about the convicted killers.
This project aimed at showing to the public the reality of capital punishment. Althgouh the death row campaign was widely condemmed by the public, the press, Victims' rights advocates and the families of both the prisoners and their victims.
The catalogue was seen to be glamorizing murderes and promoting crime.
Although Toscani is no stranger to controversy. Previous Benetton ad campaigns have focused on AIDS, war and interracial relationships.
Sources:
http://archives.cnn.com/2000/STYLE/fashion/01/18/benetton.ads/
1 comment:
theres a great video blood sweat and sears
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