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28/10/2021 | PHOTOGRAPHY

CAREER AWARD TO OLIVIERO THE MAGNIFICENT

A moment that touches us closely happens today at the XIII Florence Biennale, an exhibition of contemporary art and design taking place at the Fortezza da Basso in Florence. Oliviero Toscani receives the "Lorenzo il Magnifico Award" for his lifetime achievement (in the art’s field). We cannot forget to mention that his stunning career began at the "school" of Flavio Lucchini in Condé Nast in the mid-60s, where the young photographer together with the great art-director did first innovate photography and fashion publishing, then reaching the whole world and way of communication. Since the beginning, Oliviero Toscani has been a constant presence at Superstudio 13, where he carried out most of his provocative campaigns. Thus, we congratulate him on this award that crowns his unique career.

The "Lorenzo il Magnifico Award" was granted to the photographer Oliviero Toscani, well-known all over the world for his impactful campaigns of interest and social commitment, for his career achievements: the award celebrates him for his extraordinary professionalism, which led him to move from the world of fashion to more committed fields, always being aware of how much the advertising tool and the immediacy of his images were a media stronger than many words. This is the reasons for the award: Oliviero Toscani transformed commercial advertising into a tool of social awareness, adopting a critical and ethical point of view in professional practice that revolutionized how to communicate contents through mass media. His commitment to the promotion of human rights, cultural and gender diversity has always oriented his work. Oliviero Toscani has also shown committment to civil and ethical battles, to advertising activities, but also to art exhibitions, publishing, television programs, radio broadcasts and militant participation in humanitarian associations, including Nessuno Tocchi Caino».
The award ceremony will be followed by a talk by Oliviero Toscani, who will answer questions from the public and satisfy their curiosity, while some photos of the photography exhibition "Human Race" will be displayed in the spaces of the Florence Biennale until Sunday.


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