First published in 1964, the Pirelli Calendar started life as a corporate gift for the Italian tyre company’s many clients in the motor trade. In a male dominated industry the calendar’s theme of feminine beauty was certain to be a success from the start, but, as with all things Italian, passion took a strong hold early on and today the calendar has become an iconic fashion and collectors item, gifted exclusively to Pirelli VIPs, celebrities, and society’s influential and prominent members.
More than just telling you what today’s date is, the Pirelli Calendar has become famous for its showcasing of the world’s most beautiful models and celebrities, photographed by the world’s top photographers. For the 2011 calendar Pirelli gave renowned photographer and fashion designer, Karl Lagerfeld, carte blanche to immortalise some of the most beautiful women in the world, including actress Julianne Moore.
Lagerfeld chose the theme of Greek Mythology for his 2011 creation, as he says it is his favourite religion with one god for every occasion and because he feels, “We need to return to the disciplined form of beauty of Antiquity.” Quizzed on his choice for black and white imagery, Lagerfeld says, “A bit of black and white was refreshing, and it made a change from my illustrious predecessors, and in real life I’m a black-and-white person myself!”
Comprised of 36 photographs and 24 different subjects, including gods, heroes and myths, the 2011 calendar was shot in Lagerfeld’s Parisian studio in just 3 days. It takes us back in time to the roots of classical civilisation and takes the Pirelli Calendar back to the Old World, where nearly 140 years ago a company was born that was to become a multinational organisation with operations in over 160 nations around the world.
Having viewed the calendar at the South African launch in Cape Town earlier this week, trust us when we say that the 100 fortunate South Africans who will reflect on the calendar throughout 2011 will enjoy a photographic work of art that exudes class.
