Oliviero Toscani as a magnifying glass through which to observe society and its evolution. Once again, the Milanese photographer is being "used" by the Padua-based company "Flash & Partners," owner of the brand. «Ra-re».
Toscani's first campaign for Ra-Re
A new advertising campaign for the spring/summer collection will spark discussion, like the one last September that featured a photo of two men kissing and playfully touching each other in newspapers and on billboards. It all ended with the advertising ban imposed by the Advertising Self-Regulation Institute.
Now Toscani takes a step forward, and the two young men are no longer engaged in loving cuddles, also because the affection between two rough cowboys has already been "cleared" by the film. «Brokeback Mountain». The photographer wants to go further, and so do the two models they joyfully push a wheelchair. The image of the "new families" that already exist and live, openly, on the streets as in advertisements.
«We don't care who is in the wheelchair: it could be their adopted child, but also a grandchild or the child of a neighbor – he explains Dedi Salmeri, client director of the Milanese studio that created the campaign – It's nice to see two happy kids facing the responsibility of caring for a child together.".
The second theme of the campaign is more "ecumenical." It features three kisses in sequence: one lesbian, one gay, and one heterosexual. Plus, two children embrace. "It's a sort of chain of love," Dedi Salmeri emphasizes. "And children are part of society and have their own needs, even when it comes to clothing.".
The Padua-based company has also launched "Ra-re kids," a line dedicated to children. "We're pleased with Toscani's work," comments Luisa Bertoncello, CEO of the Tombolo-based company, which has been operating in the sector since 1997 with a total turnover of €100 million. "We decided to continue this important collaboration because we've found a strong connection with Toscani. We want to observe the vitality of all social changes and then translate them into a vibrant, fresh, and creative clothing line." But once again, it looks like Padua won't see Toscani's photos on its walls: the posters will begin in the larger cities.