Pirelli Calendar 2011 seen by Frédéric Beigbeder:
For over 40 years, Pirelli has each year given carte blanche to a great photographer to immortalise the most beautiful women in the world. When it started, the idea was simply to create a great gift to motivate the sales force! Today the Pirelli calendar has become a lavish collectors’ item and, at the same time, a symbol of our company. Each year this authentic work of art acts as a sort of barometer, measuring how the image of femininity is evolving in our century.
The first topless in 1972, and a break from 1974 to 1984 caused by the oil crisis: the story of the Pirelli calendar is also the story of our times. The greatest stars of fashion have taken part, epitomising the ideal beauty of each age. The calendar has become an element of contemporary mythology.
So it was inevitable that, one day, Pirelli would turn to the great fashion designer Karl Lagerfeld, who is a legend in his own right as well as a catalyst for new trends. The first couturier to put himself on the line in this way, he went so far as to create special accessories and jewels for the occasion, and he has logically chosen one of the themes that is dearest to him: Greek and Roman mythology. Alea jacta est! The die is cast.