Book review: Pirelli celebrates 50 years of top artistry and topless titillation
Glossy tome chronicles calendar's ascent to the height of glamour, an eagerly awaited publication where the greatest photographers capture the most beautiful supermodels
It doesn't take marketing genius to understand that sex sells, but a tenuous link and smart strategy certainly help. Italian tyre producer Pirelli seized on the formula 50 years ago when it launched what is now arguably the world's most famous calendar. Clue: it's all about curves and aesthetics.
Synonymous with topless titillation, the Pirelli calendar is literally priceless. It was conceived as a cheeky free gift for auto parts dealers who, in return, would stock Pirelli tyres. Its tastefully shot beach babes in bikinis became an instant hit with car mechanics who were used to receiving Michelin Man figurines. Within a few years, when the swimsuits came off, it became a sensation.
Pirelli - The Calendar. 50 Years and More bundles the complete, previously exclusive, collection, stylishly packaged by boutique publisher Taschen. The book also features titbits including photos that never made it to the calendar: behind-the-scenes shots, the first, unpublished calendar of 1963, and commentaries from Pirelli's roster of famous photographers and models.