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From corporate gift, established to be Iconic Status : Pirelli Calendar

According to the announcement that Steve McCurry will photograph the 2013 edition of its annual Pirelli calendar, I would like to speak of this icon.

If you are interested of photography and women, you must know Pirelli Calendar. I have known Pirelli since i was so young that I don’t even know that Pirelli is vehicle tyres’ company. Each year, I wait for the announcement of who is going to shot for new year calendar. 

The Pirelli Calendar is a trade calendar published by the Pirelli company’s UK subsidiary. It has become an annual publication that dates back to 1964.

The calendar is famous for its limited availability, as it is only given as a corporate gift to a restricted number of important Pirelli customers and celebrity VIPs. The Pirelli Calendar is perhaps the world’s only prestigious and exclusive “girly” calendar, featuring pictures generally considered glamour photography including artistic nudes.

The Calendar is the icon of Pirelli’s communication. A symbol that for over forty years not only celebrates female beauty, but also celebrates the complexity of an art that has been able to transform itself over time. With constantly changing styles and authors, this art always manages to express a new aspect of history.

The Pirelli Calendar’s photographers have always immortalised a very sophisticated concept of beauty, mid-way between fashion and glamour. And every year the Cal offers a collection of images that interpret the concept of beauty in an original way, different to the previous year.

The locations are sometimes far-away and exotic, like the Bahamas, the Seychelles, Majorca and Tunisia. This year it was the Corse turn. At other times it is simply the lights of the photographer’s studio that illuminate the scene.

The romantic interpretations of Peccinotti, in 1968. Followed by Sarah Moon, in 1972. Norman Parkinson, in 1985. The post-modern take of Arthur Elgort in 1990, and the celebrated Richard Avedon in 1995. Each artist celebrated his or her own ideal of beauty, a mixture of nature and femininity. The photographers are able to express their own style in a shared objective: to create superlative images. In time, the Cal reached its goal, and has now subverted a rule: in the beginning, Pirelli calendars were hung on garage walls, nowadays they hang in museums.

Publication was discontinued after the 1974 issue as an economising cut-back in response to the world recession from the oil shock. It was resurrected 10 years later and has been published regularly since then.

This article is mixed with statement from pirelli.com

Photo: Courtesy of Pirelli

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This entry was posted on June 10, 2012 by in Arts and tagged .
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