London, England, 1998

Toscani was here to talk about "Death," the new Colors magazine that had just hit the newsstands of the world. The contents included information about the causes and meaning of death around the world. It also gave advice on how to prepare for death, according to the country in which you might be killed accidentally, murdered, kill yourself, or die from natural causes. The magazine contained the familiar, product-free advertisements for Sisley and United Colors of Benetton, and one for Diesel: "Over ten styles of legwear, eight weights of cloth, twenty-four different washes. They're not your first jeans, but they could be your last. At least you'll leave a beautiful body."

Toscani was proud that no one else would advertise in this Colors. He believed that death was probably the last forbidden topic. People talked about sex, but death had a kind of forbidden mystery.

"This is not advertising," he continued. "A company like Benetton has to put money into research. Sony has to put money into technical research, but at Benetton, technical research is not so important." Luciano later explained to Toscani that Benetton did in fact put a lot of money into technical research. Toscani continued, "A sweater has two sleeves, wool is wool. A company like this must be intelligent enough to put money into communications research because the communications will add value to the product in the future. The product is more or less the same. The difference is the communications. I hope we sell a lot of sweaters so that we can make the magazine. Luciano hopes so too. Benetton is doing advertising for Colors, not the other way around."

Toscani filmed the images for the fall and winter catalog at St. Valentin, a home for disabled children in Germany. He was a wild man, but something in him broke through to these children. The result was a set of pictures that communicated happiness despite disability. The next Colors magazine was also being prepared. This time the subject was "Fat." The advertisers did not seem to mind this topic; the magazine sold space to Caterpillar, Hugo Boss, Benelli, the Body Shop, and to Fabrica.

Jeddah, Saudi Arabia, 1998

Alexander Wurz, one of the two new drivers for the Benetton racing team, opened the new superstore on one of the main shopping streets in Jeddah, Saudi Arabia. At 1,300 square meters, this was the second largest Benetton store in the world after London.