GLOBAL VISION - UNITED COLORS OF BENETTON

Global Vision. United colors of Benetton.

Publisher: Robundo Publishing Inc.,Tokyo.

Published: 1993

Format: Softcover

Language: English, Italian and Japanese

Condition: Very good 

The Benetton Group, originally a family-run business, is now remembered primarily for its groundbreaking and provocative advertising campaigns, which became a defining element of its global identity. At the heart of this was Oliviero Toscani, who served as the company’s art director for two decades. Toscani revolutionized advertising by using bold, often shocking imagery to address complex societal issues, including racism, AIDS, homosexuality, the death penalty, war, and anorexia.

His work sparked both acclaim and controversy. Campaigns like the 1992 photograph of AIDS activist David Kirby on his deathbed challenged societal norms and brought urgent topics into mainstream discourse. Racism, a recurring theme, was explored in Toscani’s campaigns in ways that divided opinion, yet his commitment to combating prejudice was clear.

This book showcases full-size images of some of the most famous Benetton advertisements, offering a powerful visual record of Toscani’s impact on the advertising world and his ability to provoke thought and discussion through imagery.

Dimensions: 37 x 26 x 3 cm