The world premiere of the Pirelli 2005 Calendar took place at the Copacabana Fort, Rio de Janeiro during the evening of November 18th. The event is the most exclusive diary date for lovers of beauty, followers of fashion and photography connoisseurs.

The Pirelli Calendar has been published annually since 1964, after Pirelli UK was casting about for a new communication stratagem to bring itself in line with its Italian parent. Someone in the London offices came up with the idea of a wall calendar. Though not exactly novel, it had the advantage of being a tried and tested communications device: the British vehicle manufacturer Leyland had made an integral part of its inaugural promotion strategy. Their tear-off wall calendar was designed to be hung in the truck driver's cab. In 1949 the corporate calendar catapulted the gorgeous young Norma Jean Baker (Marilyn Monroe) to stardom and sold no fewer than eight million copies.

By exposing fashion models in what was considered as the limit, Pirelli's Calendar soon became legendary, with back issues being sold at auction for phenomenal prices. 

The Pirelli 2005 Calendar was produced by Patrick Demarchelier, a world-renowned photographer, in the spectacular setting of Rio de Janeiro, the city that never sleeps. The metropolis that, as Naomi Campbell says (appearing for the third time in the "The Cal") "reflects the Brazilian people's energetic and positive spirit".

Demarchelier has grasped and assimilated the spirit of Brazil ("O espirito do Brazil" is in fact the title chosen for the backstage film) and of Rio de Janeiro, a city dominated by strong contrasts. His black and white photographs, investigate the most mysterious aspects of the models of the "Pirelli Cal 2005" seeking out the invisible source of their allure.

Alongside Naomi Campbell (who made her debut at just 16 years of age in the 1987 Calendar by Terence Donovan, returning in 1995 for the one by Richard Avedon) are Filippa Hamilton and Isabeli Fontana (already chosen by Bruce Weber for the 2003 edition), Adriana Lima, Diana Dondoe, Erin Wasson, Euguenia Vodianova, Julia Stegner, Liliane Ferrarezi, Marija Vujovic, Michelle Buswell, "Valentina" and Valeria Bohm. This is truly an international event with three Brazilians, two Americans, one Russian, one Montenegrin, one Romanian, one Swede and one German.

"The Pirelli Cal is the world's most prestigious calendar. It is pure art", says Demarchelier, whose masterly use of light, strong contrasts and striking portraits are quite the opposite of Nick Knight's imaginative and highly coloured calendar last year.
   

 
The Pirelli 2005 Calendar thus marks a return to the traditional technique of black and white photography that also characterised the calendars by Arthur Elgort (1990), Peter Lindberg (1996), Richard Avedon (1997), Bruce Weber (1998) and Herb Ritts (1999). As the art director, Douglas Lloyd, states, "every image is a graphic portrait, classic but at the same time modern, exalting the beauty of the female body."

The French photographer uses a personal technique that ensures the immediacy of the result, taking direct positive shots on Polaroid film. His photography stands out for its capacity to apply the most sophisticated studio techniques to spectacular, luminous locations, creating images that are fluid and at the same time immersed in nature.

Demarchelier has chosen two particular locations to immortalise his muses and to re-create in the open, the environment of the photographic studio: a dune on the beach and the luxuriant garden of a colonial house. The elegance and fresh spontaneity of the young models give the photos a sense of expression and natural beauty, in line with the exuberance of Brazil.

The result is a truly unique version of the Pirelli Calendar, made up for the first time of 22 pages. The Calendar closes with a lively collage of shots "stolen" by the great photographer in a famous Rio discotheque, during the party that concluded the shooting.

Always attentive to detail, Demarchelier chose the model's clothes with particular care. These, he comments, "confer elegance and an aura of mystery and emotion on women". Intriguing and sensual, the garments were specially designed to underline contrasts and geometrical lines. Standing out amongst the clothes worn by the models is the Pirelli Pzero line, to which Demarchelier dedicates his August portrait.

The twenty two year old Brazilian model Valeria Bohm, who won the "Garota Tim" competition promoted by Tim Brazil in collaboration with MTV, also took part in the photo sessions. Voted for by SMS, she beat off competition from the other 14 splendid girls specially selected by the agency Ford Models. "This is my first great chance", Valeria commented, on winning her place in the legendary Pirelli 2005 Calendar.

Standards have changed radically since the first Cal in 1964, including the public's tolerance and the general notion of what is decent. Tastes and styles come and go and canons of female beauty, the prototypes of seduction are in constant flux. The 24 editions of the Pirelli Calendar provide an enduring subtext to the ongoing metamorphosis of our society.