Famed Italian lensman targets anorexia

ROME: Italian photographer Oliviero Toscani, famed for his shock campaigns for clothing company Benetton, has targeted anoxeria in a new hard-hitting advertisement which was published Monday.   

The still campaign featuring the naked body of an emaciated woman is accompanied by the slogan 'No' to anorexia.   

It is sponsored by Italian clothing firm 'No-l-ita' and the photograph was published by La Repubblica newspaper on Monday.   

"I have been interested in anorexia for years. Who is responsible for it? The media in general, television and the fashion industry," he said.   

"It is therefore very significant that a clothing brand understands the gravity of the problem, becomes aware and supports this campaign," he said.   

The ads, which will be featured on billboards across Italian cities, is also being backed by the health ministry.   

At the end of last year, the Italian government and the domestic fashion industry adopted an anti-anorexia campaign and called for a return to a 'healthy, sunny, generous and Mediterranean beauty.'   

Toscani was the brains behind a slew of shock ad campaigns for Benetton which tackled sensitive issues such as racism and were a runaway success.