“Tale laicità è un «nuovo valore» nato nell’entropia borghese...” Il «folle» slogan dei jeans Jesus, Pier Paolo Pasolini on “Corriere della Sera”, 17 May 1973 Oliviero Toscani’s first major scandal dates back to 1973: he takes a close-up picture of Donna Jordan’s lower back wearing ‘Jesus’ brand jeans and inserts the slogan (which is not a quote) “Who loves me, follow me”. The poster goes around the world and the controversy rages. It is Pier Paolo Pasolini on the front page of Corriere della Sera who opposes that easy moralism, explaining how that image was a new fact, an exception in the fixed canon of the slogan, revealing an unexpected expressive possibility, and opening a new era in the advertising field. Oliviero Toscani Jesus Jeans, 1973 Giclée print on microcement on okumè wood panel 100 x 70 cm Now on view at TOSCANI CHEZ MAZZOLENI, curated by @nicolasballario 2 November 2022 – 14 January 2023