{"id":2125,"date":"2011-01-22T15:47:00","date_gmt":"2011-01-22T14:47:00","guid":{"rendered":"http:\/\/unik-mag.com:7888\/2011\/01\/22\/le-sulfureux-oliviero-toscani-sur-la-scene-du-paris-des-chefs\/"},"modified":"2026-05-18T07:55:36","modified_gmt":"2026-05-18T05:55:36","slug":"le-sulfureux-oliviero-toscani-sur-la-scene-du-paris-des-chefs","status":"publish","type":"post","link":"https:\/\/great-artmag.com\/en\/le-sulfureux-oliviero-toscani-sur-la-scene-du-paris-des-chefs\/","title":{"rendered":"Oliviero Toscani et la pub Benetton : g\u00e9nie de la provocation ou simple plagiat ?"},"content":{"rendered":"<p data-path-to-node=\"3\"><strong>Oliviero Toscani choque \u00e0 nouveau le monde des m\u00e9dias. Le photographe des campagnes publicitaires de Benetton suscite une vive pol\u00e9mique. Son calendrier publicitaire met en sc\u00e8ne une douzaine de sexes f\u00e9minins en gros plan. Cette provocation soul\u00e8ve une question essentielle sur la v\u00e9ritable valeur artistique de sa d\u00e9marche. Le cr\u00e9ateur franchit-il la ligne entre l&#8217;art r\u00e9volutionnaire et le simple coup marketing ?<\/strong><\/p>\n<figure id=\"attachment_8091\" aria-describedby=\"caption-attachment-8091\" style=\"width: 265px\" class=\"wp-caption alignleft\"><img decoding=\"async\" class=\"size-full wp-image-8091\" src=\"https:\/\/great-artmag.com\/wp-content\/uploads\/2011\/01\/download.jpg\" alt=\"\" width=\"265\" height=\"190\" \/><figcaption id=\"caption-attachment-8091\" class=\"wp-caption-text\">En 1991, Oliviero Toscani met en sc\u00e8ne le baiser entre une nonne et un \u00e9cclesiastique pour une campagne publicitaire de la marque Benetton.<\/figcaption><\/figure>\n<h3 data-path-to-node=\"5\">Le retour fracassant du ma\u00eetre du scandale m\u00e9diatique<\/h3>\n<p data-path-to-node=\"6\">Le photographe italien n&#8217;en est pas \u00e0 son premier coup d&#8217;\u00e9clat publicitaire. Le grand public se souvient de ses clich\u00e9s marquants pour la marque Benetton. Il avait notamment photographi\u00e9 un homme mourant du Sida entour\u00e9 de sa famille. Ses images de couples homosexuels s&#8217;embrassant fougueusement avaient \u00e9galement marqu\u00e9 les esprits. En 2007, il exposait le corps nu d\u2019Isabelle Caro pour d\u00e9noncer les ravages de l\u2019anorexie. Avec ce nouveau calendrier de pubis f\u00e9minins, l&#8217;artiste r\u00e9ussit son op\u00e9ration de communication globale. Les m\u00e9dias s&#8217;emparent imm\u00e9diatement du sujet et cr\u00e9ent le buzz attendu.<\/p>\n<h3 data-path-to-node=\"7\">Une provocation artistique loin d&#8217;\u00eatre une nouveaut\u00e9 historique<\/h3>\n<p data-path-to-node=\"8\">La d\u00e9marche graphique de l&#8217;artiste manque pourtant cruellement de nouveaut\u00e9. Le monde de l&#8217;art a d\u00e9j\u00e0 explor\u00e9 cette th\u00e9matique intime depuis tr\u00e8s longtemps. Le peintre Gustave Courbet avait choqu\u00e9 le XIXe si\u00e8cle avec son tableau majeur nomm\u00e9 <em>L\u2019Origine du monde<\/em>. Cette \u0153uvre de 1866 poss\u00e9dait une port\u00e9e politique autrement plus r\u00e9volutionnaire. Plus tard, le sp\u00e9cialiste G\u00e9rard Zwang publiait son <em>Atlas du sexe f\u00e9minin<\/em> en 1967. Le photographe ni\u00e7ois Henri Maccheroni a \u00e9galement captur\u00e9 pr\u00e8s de 2 000 sexes de femmes en noir et blanc. Cette s\u00e9rie intime s&#8217;intitulait sobrement Vulves. La revue artistique Cargo avait d&#8217;ailleurs publi\u00e9 une dizaine de ces clich\u00e9s historiques.<\/p>\n<h3 data-path-to-node=\"9\">La r\u00e9duction du corps f\u00e9minin en simple objet commercial<\/h3>\n<p data-path-to-node=\"10\">La d\u00e9marche de l&#8217;ancien photographe de Benetton ne s&#8217;inscrit pas dans cette lign\u00e9e artistique. Son projet actuel fait la promotion de l&#8217;Association Italienne des Artisans du Cuir. Le photographe ne cherche pas \u00e0 sublimer le corps de la femme. Il choisit au contraire de le soustraire et de le r\u00e9duire \u00e0 un simple objet de consommation. Cette vision st\u00e9r\u00e9otyp\u00e9e rappelle les d\u00e9rives de l&#8217;art contemporain snob. Le r\u00e9alisateur Jean-Michel Ribes s&#8217;en moquait d&#8217;ailleurs avec beaucoup d&#8217;humour dans son film Mus\u00e9e haut, Mus\u00e9e bas. Le cin\u00e9aste y filmait une exposition satirique de cent photographies de sexes masculins.<\/p>\n<h3 data-path-to-node=\"11\">Maison &amp; Objet : Un rendez-vous avec le roi de la provocation \u00e0 Paris<\/h3>\n<p data-path-to-node=\"12\">Le public parisien pourra bient\u00f4t rencontrer ce cr\u00e9ateur controvers\u00e9. Le c\u00e9l\u00e8bre photographe se d\u00e9placera dans la capitale fran\u00e7aise lors du salon Maison et Objet 2011. Il partagera la sc\u00e8ne avec le talentueux chef \u00e9toil\u00e9 italien Davide Scabin. Ce cuisinier r\u00e9put\u00e9 dirige le fameux restaurant Combal Zero situ\u00e9 dans le centre d&#8217;art contemporain de Rivoli. Cette rencontre exclusive se d\u00e9roulera lors de l&#8217;\u00e9v\u00e9nement Paris des Chefs sur le site de Villepinte. Les passionn\u00e9s de design et de gastronomie ont rendez-vous pour cette performance unique \u00e0 seize heures.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Oliviero Toscani choque \u00e0 nouveau le monde des m\u00e9dias. Le photographe des campagnes publicitaires de Benetton suscite une vive pol\u00e9mique. Son calendrier publicitaire met en sc\u00e8ne une douzaine de sexes f\u00e9minins en gros plan. Cette provocation soul\u00e8ve une question essentielle sur la v\u00e9ritable valeur artistique de sa d\u00e9marche. Le cr\u00e9ateur franchit-il la ligne entre l&#8217;art [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":949,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[1470],"tags":[1475],"class_list":["post-2125","post","type-post","status-publish","format-standard","has-post-thumbnail","category-points-de-vue","tag-scandale"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Oliviero Toscani et la pub Benetton : g\u00e9nie de la provocation ou simple plagiat ? - GREAT-ARTMAG<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/great-artmag.com\/en\/le-sulfureux-oliviero-toscani-sur-la-scene-du-paris-des-chefs\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Oliviero Toscani et la pub Benetton : g\u00e9nie de la provocation ou simple plagiat ? - GREAT-ARTMAG\" \/>\n<meta property=\"og:description\" content=\"Oliviero Toscani choque \u00e0 nouveau le monde des m\u00e9dias. Le photographe des campagnes publicitaires de Benetton suscite une vive pol\u00e9mique. Son calendrier publicitaire met en sc\u00e8ne une douzaine de sexes f\u00e9minins en gros plan. Cette provocation soul\u00e8ve une question essentielle sur la v\u00e9ritable valeur artistique de sa d\u00e9marche. Le cr\u00e9ateur franchit-il la ligne entre l&#8217;art [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/great-artmag.com\/en\/le-sulfureux-oliviero-toscani-sur-la-scene-du-paris-des-chefs\/\" \/>\n<meta property=\"og:site_name\" content=\"GREAT-ARTMAG\" \/>\n<meta property=\"article:published_time\" content=\"2011-01-22T14:47:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-18T05:55:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/great-artmag.com\/wp-content\/uploads\/2011\/01\/850398476.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"500\" \/>\n\t<meta property=\"og:image:height\" content=\"337\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Alexia Gugg\u00e9mos\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Alexia Gugg\u00e9mos\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/great-artmag.com\\\/en\\\/le-sulfureux-oliviero-toscani-sur-la-scene-du-paris-des-chefs\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/great-artmag.com\\\/en\\\/le-sulfureux-oliviero-toscani-sur-la-scene-du-paris-des-chefs\\\/\"},\"author\":{\"name\":\"Alexia Gugg\u00e9mos\",\"@id\":\"https:\\\/\\\/great-artmag.com\\\/en\\\/#\\\/schema\\\/person\\\/07a768635fe6f6d87951dc8ae985eeda\"},\"headline\":\"Oliviero Toscani et la pub Benetton : g\u00e9nie de la provocation ou simple plagiat ?\",\"datePublished\":\"2011-01-22T14:47:00+00:00\",\"dateModified\":\"2026-05-18T05:55:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/great-artmag.com\\\/en\\\/le-sulfureux-oliviero-toscani-sur-la-scene-du-paris-des-chefs\\\/\"},\"wordCount\":587,\"publisher\":{\"@id\":\"https:\\\/\\\/great-artmag.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/great-artmag.com\\\/en\\\/le-sulfureux-oliviero-toscani-sur-la-scene-du-paris-des-chefs\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/great-artmag.com\\\/wp-content\\\/uploads\\\/2011\\\/01\\\/850398476.jpg\",\"keywords\":[\"scandale\"],\"articleSection\":[\"D\u00c9BATS\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/great-artmag.com\\\/en\\\/le-sulfureux-oliviero-toscani-sur-la-scene-du-paris-des-chefs\\\/\",\"url\":\"https:\\\/\\\/great-artmag.com\\\/en\\\/le-sulfureux-oliviero-toscani-sur-la-scene-du-paris-des-chefs\\\/\",\"name\":\"Oliviero Toscani et la pub Benetton : g\u00e9nie de la provocation ou simple plagiat ? 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