THE HISTORY OF THE WORLD'S MOST FAMOUS CALENDAR
1964 - 1974: The origins
Born
in 1964 on Thames during Swinging London age, 'The Cal'™ channeled the
zeitgeist of planetary music successes (Beatles) and of great political
and social mobilizations. The Calendar soon cast off its original role
as a 'corporate freebie', becoming an exclusive publication with a
strong aesthetic and cultural vocation. 'The Cal'™ aspired to be a sign
of changing times, under the forward-looking and enlightened leading
figure of its first art director Derek Forsyth.
1984 – 1994: The relaunch
After
10 years of nostalgic break, 'The Cal'™ returns on the world cultural
scene under the leading figure of a new art director: Martyn Walsh who
gives a very precise 'track' to the shots. The new Pirelli Calendar
inserts subliminal traces of tyres on both the models and the sets. In
1987 Terence Donovan created a groundbreaking Calendar featuring only
black models, which included a 16 year old Naomi Campbell at the start
of her career.
1994 - today: Cult expression
After
50 years 'The Cal'™ went back to being an artistic publication with no
limitations or restrictions except the canons of style and good taste.
The artistic direction moved into the company's Milan headquarters and
it was decided that all references to tyres should be dropped. Pirelli
becomes after all an international brand that is not identified with a
single product family, but evokes a broad spectrum of values and
meanings, first and foremost a commitment to innovation and the quest
for excellence.
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