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Oliviero Toscani: A Life Lived Against The Grain

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Lessons from his visionary and controversial legacy


Oliviero Toscani, the trailblazing photographer known for his provocative campaigns, has passed away at 82 from a rare disease. Iconoclastic, daring, and deeply influential, Toscani leaves behind a body of work that continues to inspire and challenge conventional thinking.

Back in August, Toscani revealed to the newspaper Corriere della Sera that he had been diagnosed with a terminal illness, amyloidosis. This rare condition involves a build-up of abnormal protein deposits in the body, disrupting its functions. Also, he candidly admitted he didn’t know how much time he had left.

For many of us, Toscani’s work was an indelible part of growing up. In fact, his bold imagery for Benetton’s campaigns was inescapable, with each new billboard sparking heated debates and social discourse. However, Toscani wasn’t just a photographer; he was a provocateur who made audacity the cornerstone of his work.

The visionary yet controversial legacy of Oliviero Toscani


In his own words, Toscani succinctly expressed his philosophy:

“If you tell the truth, you scare people; if you’re free, you scare people. I believe provocation is intrinsic to art. If art doesn’t provoke something, it’s useless: it must spark discussions, perspectives, interest, and maybe even change someone’s mind.”

This ethos defined his career. Toscani’s work was provocative, unorthodox, and visionary. Specifically, he was a pioneer in merging fashion with societal commentary, often choosing to omit the product itself to spotlight larger narratives. Diversity—at a time when no one talked about it. Racism. Anorexia.

His approach defied trends and market demands. As he once declared:

“I don’t do things for the market; I don’t even know what the market wants.”

One of his most striking statements resonates profoundly:

“Life only makes sense if lived ‘against.’ Conformity kills creativity.”

It’s a call to do things when others don’t, to break free from the norm and embrace creative freedom. 

Finally, in an interview on the Italian TV programme Quante Storie — a show dedicated to exploring new books — Toscani delivered a piercing critique of modern culture:

“I find social media to be mental concentration camps that create uniformity.”

This sentiment underscores his lifelong fight against mediocrity and conformity, championing a world where art and thought challenge and inspire.

Conclusion


Oliviero Toscani, who passed away at 82, leaves a profound legacy defined by attentive observation and uncompromising provocation. His work serves as a testament to the importance of questioning the status quo and embracing a new perspective. Toscani’s fearless creativity will resonate for years, inspiring future generations to push boundaries and challenge the ordinary.

Most importantly, his legacy teaches us to use our work—whatever it may be—to deliver a deeper message.


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Patti Smith & “The infinite”

Reading Time: 3 minutes

How to make sense of our world and recharge our spirit


Art helps us make sense of the world. It is beauty, in essence. So, we seek it in all forms. Patti Smith & “The Infinite” is one of those forms.

You know life is unpredictable. You make your plans, but life has plans of its own. And so, because of covid, on the 1st of August, we had to miss Patti Smith’s concert in Milano. 

Her music and poetry are a powerful blend, and we’re certain her performance would have been a true balm for our souls.

Also, we really appreciate how she redefined the role of female representation in rock music. Her androgynous outfits have been a major source of inspiration in fashion—think mannish white shirts, blazers, loose neckties. Never traditionally ‘pretty,’ but effortlessly cool. Her style is so iconic that she’s crafted an entirely unique aesthetic.

By the way, as a tribute to Italy during her performances in Pompeii, Rome, and Milan, Patti Smith recited Giacomo Leopardi’s poem The Infinite.

Patti Smith reading Giacomo Leopardi


This is the poem in Italian, but you can listen to the English version directly from Patti Smith’s voice – here

L’infinito

«Sempre caro mi fu quest’ermo colle,
e questa siepe, che da tanta parte
dell’ultimo orizzonte il guardo esclude.
Ma sedendo e mirando, interminati
spazi di là da quella, e sovrumani
silenzi, e profondissima quiete
io nel pensier mi fingo, ove per poco
il cor non si spaura. E come il vento
odo stormir tra queste piante, io quello
infinito silenzio a questa voce
vo comparando: e mi sovvien l’eterno,
e le morte stagioni, e la presente
e viva, e il suon di lei. Così tra questa
immensità s’annega il pensier mio:
e il naufragar m’è dolce in questo mare.»


L’infinito by Giacomo Leopardi is a famous Italian poem that explores themes of nature, the infinite, and the human condition. The speaker reflects on the vastness of the universe, feeling both awe and sorrow as they contemplate the boundless horizon and the limits of human experience. Through this reflection, the poem touches on the tension between the beauty of the natural world and the inevitable sense of insignificance that comes with it.

The sense of insignificance in L’infinito is related to the human condition—specifically, the limitations of human life and understanding when compared to the vastness of nature and the universe. Leopardi reflects on how small and fleeting human existence can feel in the face of infinity. While the natural world appears endless and eternal, human life is limited, creating a poignant contrast between the beauty of nature and the finiteness of human experience.

Art, music, and poetry reflect a certain mindset and a unqiue style. Most importantly, they bring the beauty we need to make sense of our world and offer the peace of mind that helps us navigate life.

In the end, art, music, and poetry are embodiments of beauty—beauty that heals our souls.

We’re so sorry we couldn’t attend Patti Smith’s concert, but we hope L’infinito will recharge your spirit!

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