Art Benetton and Oliviero Toscani’s campaign in defence of migrants
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Benetton and Oliviero Toscani’s campaign in defence of migrants

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Giulia Pacciardi
La campagna di Benetton e Oliviero Toscani in difesa dei migranti | Collater.al

It is a silent comment the one that Benetton, the well-known Italian clothing company, has decided to publish on two of the pages of Repubblica and on its official profiles.
A comment that is a campaign, created by the photographer-provocateur Oliviero Toscani, which portrays some migrants during the rescue of the NGO SOS Mediterranée.

No words, no written declarations, just two strong and illustrative images that bring us back to the political case, Italian and European, of Aquarius.
A campaign that has generated disappointment and for which it has been proposed to boycott the brand.

“I showed what is happening, the problem is that once we were a country of good people, we were a country of honesty and generosity. Unfortunately, this little well-being, which was not even available to everyone, made us become selfish and I must also say quite dull”. Explained Toscani to respond to all the accusations received.”

The two photographs, the one published in Repubblica by Orietta Scardino and the one published in the brand’s Instagram profile taken by Kenny Karpov, are nothing more than a portrait of a current situation that we know but that seems to upset us more only in cases like the one implemented by Toscani.

Benetton’s choice is a clear statement of position, a declaration of intent, a unique stand up for that should be more widely shared.

Un post condiviso da United Colors of Benetton (@benetton) in data:

Un post condiviso da United Colors of Benetton (@benetton) in data:

ArtAdvadvertisingphotography
Written by Giulia Pacciardi
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