Every year, the release of the prestigious calendar by the equally prestigious Italian company Pirelli makes waves, but this year, the unexpected presence of a major figure took many by surprise. The 2024 edition was entrusted to Ghana-born artist Prince Gyasi, who drew inspiration from his life and his native Africa to create a colorful and unique calendar. Unfortunately for the average person, the company is only offering its 20,000 copies as corporate gifts, but it's still possible to dream!
Of all the images, those of His Majesty Otumfuo Osei Tutu II, King of the Ashanti Empire, undoubtedly stand out the most. The first monarch to be photographed in the calendar's sixty years of existence and fifty editions, his shots are in my opinion the most impressive of the set. It also includes a host of faces familiar to the North American public, such as model Naomi Campbell, actress Angela Bassett and actor Idris Elba.
A timeless experience
Although strongly inspired by the artist's origins, the calendar's aesthetic is intended to be universal. Prince Gyasi has chosen to include personalities who have certainly left their mark on his life, but who also embody a presence he considers timeless. Far removed from his first images taken in his native Accra with an iPhone, the photographer presents several elaborate, exuberant settings that give his shots a painterly air.
Both personal and accessible, the calendar is a true work of art, and joins a long line of masterpieces published by Pirelli, including Bryan Adams' 2022 calendar. One limited edition even features a resin cast of the artist's hand. Good luck, though, finding a reasonably priced copy online! At least, it's possible to appreciate some of Gyasi's work through the calendar's website, which features, among other things, an interactive section.
The tumultuous history of the calendar
Why would a tire company go to all this effort for a simple calendar? According to Tronchetti Provera, the company’s CEO, it's to mark the passage of time and capture the zeitgeist. That zeitgeist has changed since 1964, when the annual calendar was first published. Initially, tires were the focus of the calendar's shots, but soon the content became more and more explicit, to the detriment, in my opinion, of artistic character.
Fortunately, for at least the last 10 years, Pirelli has been making a real effort to showcase women's diversity and contributions to society, rather than their physical attributes. It's a happy ending for a company whose tire lines are almost as unforgettable as their calendar...
