A magazine about the rest of the world
Created by photographer Oliviero Toscani and art director Tibor Kalman in 1991 to show the world to the world. The message has remained the same: diversity is good.
The first issue got straight to the point. With a vernix-coated baby seconds after birth still attached to its umbilical cord, the issue's editorial discussed whether it was right to have "cut down 6,000 trees" to produce the magazine and how what mattered was "that your culture (whoever you are) is as important as our culture (whoever we are)".
It’s a baby!
The birth of a baby girl represented the launching of the new magazine on the editorial panorama. The image, taken by Oliviero Toscani and already used for a Benetton advertising campaign, defined the novelty of the experiment: a magazine that, as it describes itself in the first editorial, is founded on a simple idea – diversity is good – “borrowed” from the Benetton advertising campaigns.