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Poster - New Born Baby (Giusy)
  • New Born Baby (Giusy)
    Toscani, Oliviero, born 1942
  • Enlarge image

New Born Baby (Giusy)

  • Object:


  • Place of origin:

    Italy (printed)

  • Date:

    1991 (printed)

  • Artist/Maker:

    Toscani, Oliviero, born 1942 (photographer)
    Toscani, Oliviero, born 1942 (creative director)

  • Materials and Techniques:

    Colour offset lithograph on paper

  • Credit Line:

    Given by Benetton. Copyright Oliviero Toscani/United Colors of Benetton

  • Museum number:


  • Gallery location:

    Prints & Drawings Study Room, level C, case Y, shelf 84, box C

This is a poster for the clothing company Benetton. 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. The public response to Benetton varies from country to country. This image, for example, had to be withdrawn rapidly in some countries.

Physical description


Place of Origin

Italy (printed)


1991 (printed)


Toscani, Oliviero, born 1942 (photographer)
Toscani, Oliviero, born 1942 (creative director)

Materials and Techniques

Colour offset lithograph on paper


Height: 299 mm, Width: 422 mm

Descriptive line

Benetton poster - new born baby


Printing ink



Subjects depicted

Babies; Advertisements


Prints; Birth; Children & Childhood; Clothing; Fashion; Posters


Prints, Drawings & Paintings Collection

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