‘no anorexia’ the new nolita campaign realised by oliviero toscani for the fashion brand of the flash&partners group,
from italy leaves no room for doubt. the subject chosen to convey this message, in particular for young women
who follow fashion, is that of a young girl who has fallen victim to the sickness which along with bulimia, affects as
many as two million people in italy alone.
toscani has literally laid his subject bare, to show the reality of this sickness to all through this naked body, a
sickness that in most cases is caused by the stereotypes imposed on women by the fashion world.
and as fashion is involved in this plague of modern times the campaign will involve maxi bill-posting in many towns
and cities throughout italy, as well asbeing printed inside all the major italian newspapers (today the ad was
splashed across two pages of the italian newspaper la repubblica) during the milan fashion week.
the ‘no anorexia – nolita’ campaign has been backed by the italian ministery of health. minister livia turco says:
‘the theme of anorexia is certainly a great cause of concern for the health of younger generations, a subject that
we will give due attention to… an initiative like this can effectively open an original an priveleged communications
channel with young people with a message of great impact that can promote responsibilty towards the problem
read the designboom interview with oliviero toscani