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Editions Museum für Gestaltung Zürich: Oliviero Toscani. Nudicome 2018 (framed)

Oliviero Toscani. Nudicome 2018 (framed)

Over the past sixty years, Toscani has designed numerous campaigns for fashion brands. His many years working for Benetton are of particular note. When he started there in 1982, the Italian fashion group was already active on four continents, so it made sense to select diverse models and then use the same ads all over the world. Toscani’s campaigns gradually took a more radical turn, and after 1989 the posters no longer featured fashion images at all. Amid the constant struggle for consumer attention, Benetton began to view itself as a catalyst for addressing urgent social issues. Many accused the company of exploiting topics such as racism, violence, and exclusion for commercial ends. Benetton broke with Toscani in 2000, but the two resumed their collaboration in 2018. “Nudicome” was the key image signaling this renewed cooperation, perfectly embodying the claim “United Colors”.

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Oliviero Toscani
Nudicome, 2018
24 × 36 cm, black ash frame 38.5 × 49.5 cm, museum glass UV92
Fine-art print, Photo Oyster satin, 2024
Edition of 20
Signed on frame
Article no. 820034.4
CHF 700.00

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