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Graphic advertisment for the clothing firm "Benetton", using a Photograph by Steve McCurry

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Oliviero Toscani (*1942)1992Venetooffset175,5 x 119 cm

From 1984 until 2000, the photographer Oliviero Toscani was single-handedly responsible for the advertising campaigns for the Italian fashion company Benetton. To begin with, he chose happy children for his posters. From 1990 onward the subjects became increasingly political. In 1992, he even used press photographs, to which he merely added the company’s logo. Fashion was no longer visible in the advertisements. The posters were distributed worldwide and caused quite a stir. In Germany, some of the pictures were even temporarily forbidden. The Benetton posters are still among some of the best-known images of their time.