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Poster

  • Date:

    1990 (made)

  • Artist/Maker:

    Toscani, Oliviero, born 1942 (Art Director)
    Toscani, Oliviero, born 1942 (Photographer)

  • Credit Line:

    Given by Modus Publicity on Behalf of the Benetton Group

  • Museum number:

    E.2159-1997

  • Gallery location:

    In Storage

Benetton has used ‘global issues’ in its posters since the 1980s. It sees campaigns both as a means of advertising and as a focus for discussing the principal social and political issues of our time. Through their universal impact, the campaigns win the attention of the public and stand out from the general mass of media images. This makes for successful advertising. But their publicity attracts both controversy and acclaim, the latter in the form of advertising prizes.

Date

1990 (made)

Artist/maker

Toscani, Oliviero, born 1942 (Art Director)
Toscani, Oliviero, born 1942 (Photographer)

Dimensions

Height: 29.7 cm, Width: 42 cm

Object history note

One of a group of 56 posters donated by the Benetton Group, E.2155 to E.2210-1997

Descriptive line

Printer's proof 'Black and white hands with marbles'. Advertising campaign poster for the Italian knitwear company Benetton.

Labels and date

Label for the exhibition: "The Glamour of Italian Fashion 1945-2014"

ADVERTISING POSTERS FOR BENETTON
Photographs by Oliviero Toscani, 1990–1
The collaboration between Luciano Benetton
and his art director Oliviero Toscani changed advertising. Throughout the 1980s and 1990s, Toscani’s photographs for Benetton were alternately joyous, political and shocking. No Benetton garments appear in these three posters. They and other more controversial compositions secured international visibility for Benetton, even as they seemed to renounce advertising’s traditional aim
of clear product representation.
GIVEN BY MODUS PUBLICITY ON BEHALF OF THE BENETTON GROUP
V&A: E.2159, 2197, 2199-1997 [05/04/2014-27/07/2014]

Techniques

Colour offset lithography

Subjects depicted

Race; Hands; Equality; Marbles

Categories

Posters; Fashion; Advertising; Children & Childhood; Prints

Collection

Prints, Drawings & Paintings Collection

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