The Pirelli Calendar, known and trade-marked as "The Cal", is an annual trade calendar which has been published by the UK subsidiary of the Italian tyre manufacturing company Pirelli since 1964. The calendar has a reputation for its choice of photographers and models and featured glamour photography from the 1980s until the 2010s.[1]
The calendar is produced with limited availability (20,000 are printed annually). Copies do not go on sale, but are instead given as corporate gifts to celebrities and select Pirelli customers.[2][3] The annual production cost was about US$2 million in 2017.[4]Marco Tronchetti Provera, Pirelli's CEO from 1992 to 2022,[5] commented that the purpose of the Cal is "to mark the passing of time" by recording the zeitgeist.[6]
History
The Cal was originally created by the British art director Derek Forsyth.[1][7][8] After an unpublished mockup in 1962,[9] it became an annual publication from 1964.[1] In some of the earlier calendars Pirelli tyres featured prominently, though this marketing aspect was later dropped. The first woman photographer to shoot the calendar was Sarah Moon in 1972.[10] Publication was discontinued after the 1974 issue as an economizing cutback in response to the world recession resulting from the 1973 oil crisis. It was resurrected 10 years later[11] and has been published regularly since then except for 2021.[10][12][13]
For the first ten years of the calendar's existence, it included photographs of fully clothed women, but an emphasis on nudity developed during the 1980s.[14] The 1987 calendar, photographed by Terrence Donovan, was the first to feature only black models, included a bare-bottomed 16-year-old Naomi Campbell.[15][16] The models were photographed topless in Savannah-like settings and styled in tribal fashion.[4] The calendar continued to use mainly eroticised images until the mid-2010s,[14] although in some instances the pictures taken by the photographers were considered by the editors to be too risqué to use.[9]
From the mid-2010s the calendar moved away from eroticism, and around this time diversity began to be addressed.[14][4] The 2008 calendar was photographed by Patrick Demarchelier in Shanghai and included a number of Asian models. At the same time a book, The Complete Works: The Pirelli Calendar 1964–2007, was published by Mondadori.[17] The 2010 calendar, photographed by Terry Richardson, used similar imagery to that which was used in the calendar in the 1960s.[18] In 2014 Pirelli released an unpublished calendar from 1986 shot by photographer Helmut Newton.[10] A 50th anniversary book, Pirelli - The Calendar: 50 Years and More, was published by Taschen in 2015.[9]
The 2021 calendar was cancelled because of the global coronavirus pandemic but returned for 2022, featuring musicians and titled On The Road.[20] In 2024, to celebrate the 60th anniversary of the Cal, Prince Gyasi became the first black photographer to produce an edition of the calendar.[21]
Laetitia Casta,[34][38] Alek Wek, Jacqui Agyepong, five dancers from the Mark Morris Dance Group: MarjorieFolkman, Lauren Grant, June Omura, Mireille Radwan-Dana, Julie Worden
Whoopi Goldberg as the Royal Duchess, RuPaul as the Queen of Hearts, Lupita Nyong'o as the Dormouse, DjimonHounsou as the King of Hearts, Puff Daddy, Naomi Campbell as Royal Beheader, Lil Yachty, AdwoaAboahasTweedledee, Sasha Lane as the Mad March Hare, Duckie Thot[53] as Alice, ThandoHopaasthePrincessofHearts, Slick Woods as the Mad Hatter, Zoe Bedeaux as the Caterpillar, AlphaDiaas the card gardener, Jaha Dukureh, King Owusu as the card gardener, Wilson Oryema, Adut Akech[54]
Laetitia Casta as the painter and Sergei Polunin, Misty Copeland as the dancer and Calvin Royal III, JuliaGarnerasthephotographer and Astrid Eika, Gigi Hadid as the heiress and Alexander Wang
The Pirelli Calendar Saga (2010) by Emmanuel Le Ber[60]
Exhibitions
2014: The Cal – Collezione Pirelli at Palazzo Reale in Milan: photos of Richard Avedon, Peter Beard, Patrick Demarchelier, Peter Lindbergh, Steve McCurry, Steven Meisel, Herb Ritts, and Bruce Weber.[61]
2016: during the New York Fashion Week Fall 2016, inside Skylight at Moynihan Station: photos by Hans Feurer, Inez and Vinoodh, Peter Lindbergh, Steve McCurry, Mert and Marcus, Herb Ritts, and Bruce Weber[62]
^Peter Lindbergh: The Cal 2017 "conveys personality, sensitivity and the guts to be yourself."[27]
^Annie Leibovitz for the Cal 2016: "The whole idea was not to have any pretense in these pictures, and be very straightforward, and show these women exactly who they are."[28]
^Patrick Demarchelier: "Every girl we pick says yes."[30]
^"Albert Watson seeks to narrate their journey, to understand the emotive power of their dreams, the turning points, the moments of victory and defeat, and how they faced each in turn."[31]
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