The recently released 43rd edition of Pirelli calendar makes a cultural shift as it features women from different spheres of life known for their achievements and not just body types
Since its launch in 1964, the famous Pirelli calendar has been known for featuring world’s top models, mostly nude, captured by renowned photographers. In its recently released 43rd edition, it features women from different spheres of life known for their achievements and not just their body types. Photographs especially of Serena Williams and Amy Schumer got all the attention mainly because earlier they have been critiqued for their body types. The turn in the focus to non-provocative poses is noted as one step closer in embracing one’s body type.
Renowned photographer Annie Leibovitz was behind the lens for the 2016 calendar and was given free rein to cast famous faces for 12 months. The iconic photographer said in a press conference, “Pirelli came to me and told me they wanted to shift this year to something different. I made the suggestion that they do women performance artists or women comedians, almost a take-off. I just thought of women I admired and I didn’t let anyone in the studio. It became a very strong set of very simple portraits. No one was supposed to look like they tried in these pictures. I still can’t believe the women who agreed to do it, did it.”
Talking about going ‘no glam’, and how the calendar has become a talking point ace photographer Atul Kasbekar says, “As Williams and Schumer’s semi-naked 2016 calendar photos indicate, women have the freedom to bare it all as Pirelli calendar girls, if that’s what they’re comfortable with and if that’s what’s called for artistically. The bigger message seems to be to celebrate strong women. Shoots like these act as a medium to break-free the stereotypes and become a conversation point. India is yet to see such a drastic change but there are little steps taken here and there. For example, the editorial shoot I did with actress Huma Qureshi where she hid her body behind a perfect sized mannequin. The whole message of the shoot was to embrace yourself and highlight your achievements. And, I think many Indian actresses and celebrities are acting as role models to spread this message strongly across to the young generation.”
He adds, “Compared to the global market, India is way more progressive in terms of embracing different body types. None of the Indian models are anorexic; they are all healthy and like to be fit. Today, we are concentrating more on health and achievements than just external beauty. That is definitely a progression.”
The 360-degree turn by the calendar will be a benchmark for many other brands, states photographer Luv Israni, “Photoshoots like this present an authentic modern expression of the new-age woman. Though most of the calendars earlier focused on artfully presenting nude bodies of female models and there is nothing wrong in it if presented aesthetically. In such shoots, the photographer becomes the artist and the photo his canvas. But, this shoot has swiftly shifted the age-old physical expectations. Yes, the Emmy-award winning comedian and global tennis champion are almost naked in their respective black-and-white shots, but unlike the nude photographs displayed in the past, it appears the unique bodies of the iconic women featured are celebrated for their exact forms rather than manipulated to fit a uniform mold.”
Talking about takers for such calendars, photographer Prasad Naik shares, “It helps put a different perspective to your calendar and that definitely gives an edge, thus creating a market space. There are very few calendars taking that risk in India. I wish that the society at large will start focusing on women’s achievements than body types. It is a bold move and shoots like this act as a starting point for a widespread movement. We have a long way to go, but this is a part of that journey.”
Photographer Rohit Chawla states that this shoot got so much recognition because of the brand and the photographer. “It wouldn’t have been a talking point if it had shot by someone in Delhi. India is yet to open up to the idea of embracing their body type. Though there are many celebrities who believe in staying healthy than achieving size ‘zero’, still the industry has not broken the set stereotypes. If you say they are embracing their bodies then why do celebs still ask for a particular photographer or a certain type of photoshop done in their images ”
