It never tyres ‘The Cal’™ – Pirelli’s iconic calendar from 1964 to today.

The Pirelli Calendar is an annual publication by the Italian tyre company Pirelli. It is known for featuring artistic and provocative photographs of notable models, actresses, and celebrities. The history of the Pirelli Calendar dates back to the 1960s and has evolved over the years, becoming an iconic cultural phenomenon.

Origins and Early Years (1964-1974):

The Pirelli Calendar was first launched in 1964 as an exclusive gift for Pirelli’s top clients and business partners. Robert Freeman was the man to photograph this, a British photographer known for his work with The Beatles. The calendar showcased women in modest poses and fashion.

The first entry in the first-ever Pirelli Calendar from 1964 was given over to this dreamy shot of English-born model Jane Lumb on a beach in Majorca.

Creative Shift (1975-1983):

In the 1970s, the Pirelli Calendar took a creative turn with the involvement of celebrated art directors and photographers. In 1972, Sarah Moon (the first woman photographer to shoot the calendar), a French photographer, introduced a more romantic and dreamlike aesthetic. This marked a departure from traditional fashion photography. 

High Fashion and Sensuality (1984-1994):

The 1980s and early 1990s saw a shift towards high fashion and sensuality in the Pirelli Calendar. The calendar featured renowned supermodels such as Naomi Campbell, Cindy Crawford, and Kate Moss, photographed by top photographers including Bert Stern, Herb Ritts, and Richard Avedon. The images became more provocative, emphasising the beauty and allure of the models.

Artistic Vision (1995-2000):

The Pirelli Calendar took on a more artistic and avant-garde direction. Helmut Newton, Herb Ritts, Richard Avedon, and other leading photographers captured stylized and unconventional images. The focus shifted from traditional glamour to exploring the female form and challenging societal norms.

Reinterpretation and Themes (2001-2010):

In the 2000s, the Pirelli Calendar continued to evolve with the introduction of themes and the reinterpretation of iconic photographs from the past. Patrizio Roversi, Bruce Weber, Mario Testino, and other renowned photographers contributed to this era. The calendar expanded beyond fashion and embraced various artistic concepts, exploring beauty, diversity, and social issues.

WDA Automotive were fortunate to be gifted a 2004 calendar shot by Nick Knight :

British photographer Nick Knight has digitally changed stylized images of models including Alek Wek, Karolina Kurkova, and Liberty Ross to create a surreal and dreamlike look. 

Pirelli stated, “We wanted something entirely new. The calendar, a favourite of garage mechanics, is described as merging “art with seduction” and this year there was a little more female involvement in the creative process. Vintage beauty Isabella Rossellini, Lord of the Rings actress Liv Tyler, and Icelandic pop artist Bjork were among those serving in a consulting capacity.

Charity, foundations and Transgression (2010-2018):

The Cal™ was handed to Steve McCurry, one of the world’s most famous photo reporters. His shots for Pirelli revealed the changing social and economic situation in Brazil. His cast, which included the Brazilian actress Sonia Braga, the singer Marisa Monte, and the models Adriana Lima, Petra Nemcova and Summer Rayne Oakes, all shared a common commitment to charity work, supporting NGOs, Foundations and humanitarian projects.

Steven Meisel, decided to adopt a classic format – 12 models in 12 photos – with cinema heroines and icons of advertising and of the transgressive world of fashion. He introduced a highly topical theme – that of “curvy” models. The next step came with the 2016 Calendar, for which Annie Leibovitz decided to portray 13 successful women, from all walks of life.

Shift towards Inclusion and Diversity: (2018-2022):

The calendar has embraced a more inclusive and diverse approach at this stage. The calendar has featured women from different backgrounds, ages, and body types. This was well-received and reflects a broader movement towards inclusivity in the fashion and entertainment industries.

Pirelli did not publish the Calendar in 2021 due to Coronavirus. It came back in 2022 with an edition by Bryan Adams. Its focus was on ‘the great stars of music’. Recreating a snapshot into the life of a touring artist, from the glamorous multi-storey billboards that tower above street level to the remnants of room service.

Love Letters to the Muse 2023

Emma Summerton took portraits that honour the women who have inspired the Australian photographer. Emma’s approach was praised by the models, who described the experience of the 2023 Pirelli Calendar as magical, dreamy and, in some cases, emotional. In referencing aspects of the women’s actual identities, Summerton allowed them to play out a part of themselves.

Throughout its history, the Pirelli calendar has become a symbol of artistic excellence and cultural significance. It has showcased the work of some of the world’s most talented photographers. It has evolved to reflect changing social and creative trends.

The calendar continues to push boundaries, challenge conventions, and captivate audiences worldwide.

So what can we expect in the 2024 edition of  The Cal™?

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