Past Tuesday, Italian photographer Oliviero Toscani came to Munich’s Pinakothek der Moderne to talk about his work in the past 40 years. Other than expected when reading former interviews with the choleric 68-year old, Toscani was not only kind and charming but also very inspiring. “You cannot be secure and be creative – you have to be insecure to be creative” he explained while showing his provoking pictures. “If you want to have success, listen to what Marketing people say and then do the opposite!”
He doesn’t see himself as an artist “Pictures become artistic when they are not good enough to be published” – Oliviero sees himself as a communicator, no matter if he shoots editorials or advertising campaigns. “We are all lambs in the slaughterhouse of communication. And art is the highest expression of communication.” His market is humanity – always was and will be.
In a few days, I will publish the complete interview…
So far let me say: what a lovely person. In the end of our talk, he gave me his card with the words “Let me know when you’re in Tuscany”. I will, Oliviero, I will.
„Without risk, there’s no art“ Oliviero Toscani’s unique and controversal style of photography has made his name a brand, best known for the advertising campaigns he shot for the Italian fashion brand Benetton from 1982 to 2000.