From soft porn to Shakespeare: inside the Pirelli Calendar’s cultural awakening
looks back on the history of the Pirelli Calendar.
When a glass ashtray didn’t quite hit the spot, Forsyth struck upon an idea to create a ‘tasteful’ version of the pornographic calendars Pirelli clients hid away in their back offices; “something dealers could put up on the wall for customers to see,” he explained in. By hiring the best models, photographers and art directors, Forsyth sought to create the most covetable gift-with-purchase in the business.
After a 10-year hiatus, the calendar returned in 1984, with a brand-new strategy and a surprisingly refreshing take on diversity.The 1987 edition, shot by Terence Donovan, featured exclusively black models, and, three years later, Pirelli challenged gender norms when American track and field athlete Carl Lewis appeared wearing a pair of red stilettos.
Still, Pirelli didn’t do everything right. In the past, the company has worked with now-disgraced photographers Terry Richardson, Bruce Weber and Mario Testino, to create some images that, looking back, make for uncomfortable viewing.
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