Pirelli Calendar 2010 Preview

The 2010 Pirelli Calendar, now in its 37th edition, was presented to the press and to guests and collectors from around the world, at its global premiere in London. The much-awaited appointment with 'The Cal', a cult object for over 40 years, was held this year at Old Billingsgate, the suggestive late 19th century building on the banks of the Thames, where from 1875 to 1982 it housed the capital city's fish market.
From its birth 46 years ago, the Pirelli calendar has been considered as one of most celebrated icons of corporate communication, at the same level of notoriety like the Ferrari logo or the Coca-Cola bottle and the classic "long P" of Pirelli.

Terry Richardson's 2010 Pirelli calendar. Shot it last month in Bahia, Brazil, which includes Daisy Lowe, Georgina Stojiljkovic, Eniko Mihalik, Catherine McNeil, Lily Cole, Abbey Lee Kershaw, Miranda Kerr, Ana Beatriz Barros, Gracie Carvalho, Marloes Horst, and Rosie Huntington-Whiteley.

Terry produced thousands of images from the shoot with the girls holding sloths, fruit, roosters, and holding hands while running through waves in little else than a bikini bottom. The goal this year was to use "no makeup, no reflectors — only the flash of the camera — no branded clothes or jewelry, no girls altered surgically," Fifty images will make the final cut when the calendar is debuted Nov. 19 in London.

He portrays a woman who is captivating because she is natural, who plays with stereotypes in order to undo them, who makes irony the only veil she covers herself with. This is a return to the natural, authentic atmospheres and images of the '60s and '70s. It is a clear homage to the Calendar's origins, a throwback to the first editions by Robert Freeman (1964), Brian Duffy (1965) and Harry Peccinotti (1968 and 1969). Terry Richardson, like his illustrious predecessors, has chosen a simple kind of photography, without retouching, where naturalness prevails over technique and becomes the key to removing artificial excesses in vogue today to reveal the true woman underneath.

he 2010 edition is a clear expression and Terry Richardson is its interpreter: he portrays figures without frills, removed from complicated and artificial contexts set by fashion trends. The setting has no showy backgrounds or schemes, in line with the photographer's simplicity and focus on the essential. "A great photographer," says Richardson, "captures the moment - that's why I shoot without extra equipment and without assistants.

"My technique is the absence of technique: the lens is my eye, my charisma, my ability to capture moments of truth, whatever they may be, picture angles, use of color, light, scenery - these have always been the essential aspects of my photographic art."