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If you don’t receive the 2011 Pirelli Calendar you shouldn’t feel slighted, there are only 40,000 printed each year. This year’s edition is soon to be released to the list of recipients that is said to include Prince Andrew. It includes the composition work of designer Karl Lagerfeld and was shot in a Paris studio of Chanel. The theme is Roman and Greek mythology.
The tire maker began producing the calendar in 1962 but it went on a 10-year hiatus that began in 1974 due to the oil-induced recession. Upon its return viewers were only reminded of the company’s products with suggestions of tires in the form of tracks in the sand or like images. Eventually the style and experience of the annual work took over and tires were no longer shown at all and the Pirelli Calendar became known simply as The Cal.
Among the mythical figures being exposed this year is actress Julianne Moore who is portrayed as Hera, the Greek goddess of marriage. Mail Online reported that for the first time men will be featured by Pirelli with four appearing as mythic characters of Greek or Roman origin.
The limited availability coupled with the caliber of photography and super model subjects has made the calendars highly collectible. Cindy Crawford, Kate Moss and Helena Christiansen have sponsored months in the Pirelli calendar and noted photographers have brought their unique interpretations to it.
Lagerfeld stresses the trust he engenders in his subjects as a means to produce work that is not at all sleazy. Erin Wasson, the face of Maybelline Cosmetics likened his work to a piece of art.
The 2007 calendar was notable because Sophia Loren, who was then 72, posed semi-naked, a decision that was met with ample controversy.
In other recent news from Pirelli, tests have begun on its tires as the company assumes its role as the 2011 exclusive tire supplier for Formula One. The testing commenced in Abu Dhabi, UAE on the Yas Marina circuit. From there the testing will take place in Bahrain, to date the comments have been positive although it is very early in the process.
Whether it is its sophisticated calendar or the company’s highly visible role in racing, Pirelli seems to place a high priority on its image.[Life In Italy, Daily Mail]