Pirelli Calendar 2027 to be Shot in India

The 2027 Pirelli Calendar will be photographed in India, marking the first time the production has taken place in the country. This shift represents a departure from the publication’s historical focus, as organizers aim to move away from colonial-era cliches.

A Dual Artistic Vision

The upcoming edition features two distinct artistic perspectives. Norwegian photographer Sølve Sundsbø will contribute portrait photography, bringing his established style to the project. Alongside him, Indian photographer Avani Rai will incorporate elements of pop street art into the visual narrative.

The collaboration seeks to blend traditional portraiture with contemporary urban aesthetics. By selecting these two artists, Pirelli intends to present a multifaceted view of India that avoids previous stereotypical representations often associated with Western depictions of the region.

Impact and Future Outlook

Pirelli’s decision to film in India reflects a broader trend in international media to diversify production locations and cultural narratives. The calendar, traditionally known for its limited distribution and high-fashion photography, has increasingly sought to integrate global perspectives in recent years.

Production details regarding the specific locations within India and the final list of subjects have not yet been released. Organizers indicated that further announcements regarding the calendar’s launch will follow in the coming months as the project moves into its final stages of development.

Why it matters: This project is significant as it signals a shift in how major global brands engage with non-Western locations, moving toward collaboration with local artists like Avani Rai. For audiences in the Middle East and beyond, this represents an ongoing evolution in how international cultural institutions approach regional representation, prioritizing authentic local perspectives over traditional, often outdated, colonial lenses.