Modern: The Science Of Photography

If you look up the term “photography“ there are many definitions that try to explain the term in a few words. One says for instance, photography is “the art or process of producing images by the action of radiant energy and especially light on a sensitive surface“.  Two experts who definitely know their trade are the two famous fashion photographers Yasuhiro Wakabayashi, or better known as Hiro, and Oliviero Toscani. Both absolutely brilliant; both absolutely unique and both were definitely ahead of their time…modern!

Oliviero Toscani and “More than fifty years of magnificent failures“; that is a book title that is more than suitable to describe photographer Oliviero Toscani’s impressively successful career in fashion industry’s vibrant world. It explores Toscani’s incredibly diverse work for brands, advertisement campaigns, and numerous social design projects and gives an insight into the artist’s life.

Oliviero Toscani: More than fifty years of magnificent failures. Published in hardback by Goodman in November 2015.

 While being one of the world’s most recognisable photographers, including almost 20 years of doing advertisement campaigns for the Italian clothing empire Benetton, Toscani’s incredible work has been and of course, still is an inspiration for many people.  „The cultural significance of his work shows that any image can transcend the medium, it can touch humanity and become something profound.“ – Rankin

Alternative Families. Oliviero Toscani: More than fifty years of magnificent failures. Published in hardback by Goodman in November 2015.

Colors Issue. Oliviero Toscani: More than fifty years of magnificent failures. Published in hardback by Goodman in November 2015.

Oliviero Tosacani is a photographer whose passion is to take fashion photography to the next level. Speaking of this, we definitely all remember his shocking advertisement campaigns for Benetton between 1982 and 2000. Unquestionably, Toscani revolutionised fashion photography with his geniality and different approach to photography.
„Oliviero brought a fresh new look to fashion photography. He was a true genius, I believe, completely revolutionizing the way fashion photographs were taken. He photographed the attitude, rather than the clothes.“ – Francis Grill

Jesus Jeans. Oliviero Toscani: More than fifty years of magnificent failures. Published in hardback by Goodman in November 2015.

Another great example of a photographer who aims in surprising the spectator by confronting with abnormalities and rather unusual settings, is the Japanese-American photographer Hiro whose fashion and still life photographs had a major impact on the way photography has developed in the mid-1960s.
In order to pay tribute to his diverse work, Hamiltons is presenting an excerpt of Hiro’s diverse photography collection and showcases his iconic masterpieces.