The Pirelli Calendar began as a corporate freebie to say thank you to loyal customers and stockists. Implemented as a marketing strategy to help Pirelli stand out from the competition; the result was a refined, exclusive product with artistic and cultural connotations that set it apart from traditional advertising in the industry. Pirelli Calendars cannot be begged, nor can they be bought - except for at high secondhand prices.
With the first official calendar releasing in 1964, under the creative direction of Derek Forsyth, the calendar has reflected and continues to reflect the sprit of the age. These early glossy images showcased the true aesthetic and cultural philosophy of the calendar, aspiring to be a sign of changing times in the 60s.
Derek Forsyth’s last calendar, and at the time it seemed Pirelli’s, was Hans Feurer’s warm and intimate shoot in 1974.
The calendar returned ten years later, and Pirelli had shifted the focus to the tyre. Newly appointed art director, Martin Walsh incorporated the tyre in subliminal ways ensuring the new tread of that particular year was reflected in the calendar.
In 1994, Pirelli decided to entrust the calendar once again to Derek Forsyth. In this era the photography of Peter Lindbergh, Herb Ritts and Richard Avedon further enhanced the reputation of the calendar.
The biggest names to grace the last few editions of the century include Christie Turlington, Naomi Campbell, Eva Herzigová, Nastassja Kinski and Monica Bellucci as the first Italian model in 1997.
The calendar has continued to release annually with a variety of photographers and models. From the mid-2010s the calendar moved away from eroticism, and around this time diversity began to be addressed. The Pirelli Calendar is an iconic bridge between the fashion industry and automobiles.
