The Pirelli Calendar: The Story Of A Cult Object
The Pirelli calendar, also known as "The Cal," is arguably the most prestigious calendar in the world. This promotional item, gifted to a select few "happy few," celebrates the beauty of top models captured by the greatest artists.
A cult object
The Pirelli calendar, which features some of the most beautiful women in the world, is a promotional calendar that has been published since 1964 by the British subsidiary of the Pirelli Group.
This calendar has a limited print run and, unlike other calendars, it is not sold, but only given as a gift to important Pirelli clients or celebrities. Thus, this simple promotional gift has become a cult object, highly coveted and eagerly anticipated from December onwards.
Producing the calendar costs between 1.2 and 1.6 million euros, yet it generates about 45 million euros in commercial returns. It is also a highly sought-after collector's item, as a copy of the Cal 2003 edition was sold for 13,000 euros at an online auction!
The Birth of the Pirelli Calendar
The British subsidiary of the Italian tire manufacturer is credited with creating the famous Pirelli Calendar in 1964. Eager to inject glamour into the brand's universe, this subsidiary hired Derek Forsyth to create this object; he chose Robert Freeman, the Beatles' photographer, to produce the first calendar. Since then, the Pirelli brand has become the embodiment of elegance, rarity, and sophistication through these photographs dedicated to feminine beauty.
Over 60 years of glamorous photos
After a hiatus in its publication in 1974 due to the oil shock and economic crisis, the Pirelli Calendar was relaunched in 1984 and has been published without interruption since.
Being part of this famous calendar is a mark of distinction for both photographers and models who pose for it. Among the models who have had the honor of appearing on this calendar are Naomi Campbell, Eva Herzigova, Cindy Crawford, Milla Jovovich, Kate Moss, Christie Turlington, Gisele Bündchen, Heidi Klum, Brittany Murphy, Laetitia Casta, Monica Bellucci, Lou Doillon, Hilary Swank, and Agyness Deyn.
Among the photographers entrusted with its creation, we find great names such as Richard Avedon and Herb Ritts, Peter Lindbergh, Annie Leibovitz, and Bruce Weber.
The 2024 Calendar
The Pirelli Calendar 2024 was envisioned by Ghanaian artist Prince Gyasi and is titled "Timeless." It celebrates timeless personalities who have made their mark and are destined to inspire future generations, such as Naomi Campbell, former footballer Marcel Desailly, American actress Angela Bassett, author Margot Lee Shetterly, and poet Amanda Gorman.
For this 50th edition, which also marks the 60th anniversary of the Cal, the 28-year-old photographer has captured them in the vivid colors and sharp contrasts that have made him famous.
