Pirelli presents 50th edition of The Cal

There’s absolutely nothing tyre-related to see, but that doesn’t faze Pirelli. With less fanfare than we expected from the 50th edition and the concept’s 60th anniversary, Pirelli has launched its latest Calendar. It presented this creation – also known as The Cal – to the world at an event held in London on 30 November.

The 2024 Pirelli Calendar features the work of Ghanian visual artist Prince Gyasi, who at 28 years of age is the youngest photographer commissioned to produce The Cal. His aim was to inspire “other kids like me” through imagery that features both people he admired as a child as well as new inspirations.

“I realised that it isn’t about being young or old, fresh or wise. What makes these icons who they are lies elsewhere. It is in their focus, their dedication, their passion. They never stop. They never quit,” shares Gyasi. “I want to tell a story that explores the power of how our achievements are experienced in the eyes of those we inspire. In the end, this project is not about my journey or yours; it’s about theirs, my community, the youth. This is about providing a chance for other kids like me to see these images and to be inspired to become their own best selves.”

Gyasi shot the 2024 Pirelli Calendar in London and in his home city of Accra, the place that provided the material for many of his early photographic artworks. The Cal features a range of personalities, including Angela Bassett, Naomi Campbell, Amanda Gorman, Idris Elba, Tiwa Savage, Jeymes Samuel, Margot Lee Shetterly, Teyana Taylor, Amoako Boafo and Marcel Desailly.

Marco Tronchetti Provera & Prince Gyasi (Photo: Pirelli)

From UK marketing tool to new sensibilities

The Pirelli Calendar was the brainchild of British subsidiary Pirelli UK Limited. In 1964, looking for a marketing strategy to help Pirelli stand out from domestic competition, appointed the art director Derek Forsyth and British photographer Robert Freeman, famous for his portraits of the Beatles, to produce what was an entirely innovative project for its day.

The result was a refined, exclusive product with artistic and cultural connotations that from the start set it apart from the world of fashion and glamour. For 60 years since then, The Cal has continued to mark the passing of time with images by the most highly acclaimed photographers of the moment – capturing and interpreting contemporary culture and often setting new trends. From 1964 to 2024, including some interruptions over the years, 39 photographers have produced a total of 50 Pirelli Calendars.

Four eras

Pirelli breaks down the history of The Cal into four periods. The first decade, from 1964 to 1974, which was followed by a nine-year break in publication due to the world recession and subsequent period of austerity; The second decade, from 1984 to 1994, which saw the Calendar being relaunched and becoming progressively more successful; From 1994 to 2015, spanning the turn of the millennium, during which time The Cal achieved cult status as a trailblazer. From 2016 to today, years in which the Calendar, as always ahead of the trend, captures new sensibilities linked to cultural and aesthetic changes.