Pirelli’s just-released 2016 calendar demonstrates just how far the Italian tire-maker is willing to go to recast its brand image.
Breaking tradition and stereotypes, the calendar, which launched on Nov. 30 at an event in London hosted by actress Cate Blanchett, focuses on 13 women of different ages, backgrounds and careers, all captured in black and white by world-famous American portrait photographer Annie Leibovitz.
Comedian Amy Schumer, tennis champ Serena Williams and other women at the top of their game posed for Leibovitz, reimagining the pin-up in the brand’s limited edition annual “art item” calendar that traditionally features nude or scantily clothed models.
It’s a bold move for Pirelli after 50 years of selling racy calendars along with rubber. The brand, as NPR notes, is “putting ostentatious sexuality in its review mirror—for at least one year—to focus on women’s strength and achievements in new images.”