Pirelli Calendar 2027 to be Shot in India

Pirelli Announces 2027 Calendar Location

Pirelli has announced that its 2027 calendar will be produced in India. This marks the first time the company has chosen the country as the backdrop for its annual publication.

The Artistic Direction

The project will feature the work of photographer Sølve Sundsbø. His portraiture will be combined with the pop street art style of Indian photographer Avani Rai. The collaboration aims to present a new visual perspective for the calendar.

Moving Away from Colonial Tropes

The company stated the 2027 edition is intended to move away from traditional colonial cliches. The creative team plans to focus on a dual artistic approach to represent the subject matter, blending Sundsbø’s portrait techniques with Rai’s street art aesthetic.

Current Status

The production is underway with a focus on integrating contemporary Indian art styles with international photography standards. The calendar remains a significant annual project for the tire manufacturer, often involving high-profile artistic collaborations.

Why it matters: This marks a departure for Pirelli as it shifts its creative focus toward India. By explicitly distancing the project from colonial narratives, the company is signaling a change in its editorial strategy for the iconic calendar, which has historically influenced global fashion and photography trends.