The highly anticipated 2027 Pirelli calendar is set to make history by featuring an entirely Indian cast and being shot on location across India. This marks a significant moment for the iconic calendar, known for its artistic and often provocative imagery, as it embraces the rich tapestry of Indian culture, talent, and craftsmanship. The project aims to showcase a diverse range of Indian women, moving beyond traditional stereotypes and highlighting the country’s multifaceted beauty.
A New Era for the Pirelli Calendar
Established in the 1960s as a promotional item for the Italian tire manufacturer, the Pirelli calendar has evolved into a prestigious platform for fashion photography, gracing the pages of many renowned photographers and supermodels over the decades. However, the calendar has also faced scrutiny for its historical lack of diversity and its portrayal of women. In recent years, Pirelli has made efforts to diversify its offerings, featuring a broader range of women and themes. The decision to focus entirely on India for the 2027 edition signifies a deliberate move towards greater inclusivity and a celebration of non-Western aesthetics and talent.
Spotlighting Indian Talent and Global Recognition
Among the prominent figures featured is Bhavitha Mandava, a rising star in the fashion world. Having recently opened the Chanel Métiers d’Art show and garnered international attention for her Met Gala appearance, Mandava, who hails from Hyderabad, expressed initial reservations about the calendar’s past. “I’ll be honest I wasn’t very enthusiastic about the past eroticism of the Pirelli calendar and those associations,” she stated. “But I’m so glad, they have actively made an effort for me to feel like I belong.” Mandava lauded Pirelli’s commitment to showcasing India’s “beauty and diversity,” while also cautioning against reducing individuals to mere representatives of their race or country. “I like to think my race isn’t the most interesting thing about me,” she remarked. “I’m happy that whatever I’m doing is providing representation but I also don’t think about how I’m representing India. That would just be too daunting.”
The calendar also features Anoushka Shankar, a celebrated musician who has redefined the perception of the traditional Indian sitar. Shankar, whose music has gained global acclaim, noted the shift in how Indian culture is perceived internationally. “If I think of how it felt for me as a teenager growing up in the UK or in the States, as a south Asian, we weren’t thought of as the beautiful people,” she recalled. “I would feel a little bit self-conscious about being Indian when I walked into certain rooms. But watching the last decade or so, south Asian presence in mainstream global culture has really changed that.” Shankar will be photographed with her sitar, an element that would have been unthinkable for her younger self.
Padma Lakshmi, the acclaimed model and chef born in Tamil Nadu, returns for her second appearance in the Pirelli calendar. For her, shooting in India held a special significance. “Coming back to India to shoot this makes it feel, in a way, a lot more feminine,” she shared. “I was raised in a house of Indian women, and I associate my earliest talisman of femininity with those women.” At 55, Lakshmi is one of the calendar’s more mature models, and she celebrated the recognition of diverse Indian beauty. “For so long we saw only one kind of Indian beauty, manufactured to certain tastes or certain narrow stereotypes,” Lakshmi observed. “But this shows the many faces of what it means to be an Indian woman globally.”
A Tribute to Indian Craftsmanship and Artistic Vision
The decision to shoot the calendar in India comes at a time when South Asian representation in fashion is gaining significant momentum, alongside a growing acknowledgment of Indian craftsmanship. While Indian textiles, embroidery, and design have long influenced global fashion houses, their origins have often been overlooked. Recent events, such as Dior’s runway show at Mumbai’s Gateway of India and the controversy surrounding Prada’s use of designs similar to traditional Kolhapuri chappals, underscore the increasing visibility and recognition of Indian artisanal contributions.
The photographic vision for the 2027 calendar was initially intended to be a collaboration between the legendary Indian photojournalist Raghu Rai and Norwegian photographer Sølve Sundsbø. Following Rai’s passing in April, his daughter, photographer Avani Rai, stepped in to complete his part of the project. Avani Rai admitted the undertaking was challenging, stepping into her father’s legacy. “My father was always my audience,” she said. “And initially I thought: if he’s not going to see these photos, then why should I shoot? But then I started talking to him in my head and he started showing up in divine spaces.” Rai focused on capturing the essence of India, its contradictions, and “multiple coexisting universes,” rather than attempting to represent the entirety of its vastness. In a tribute to her father’s work, she brought the project back to the streets, capturing scenes in Delhi’s historic old city, its vibrant flower markets, narrow alleyways, and vintage cinemas.
A Celebration of India’s Diverse Identity
The 2027 Pirelli calendar promises to be a landmark publication, moving beyond the calendar’s historical narrative to embrace a more inclusive and culturally rich perspective. Through its focus on an all-Indian cast and its celebration of the nation’s artistic heritage, the project aims to present a nuanced and authentic portrayal of Indian women and culture to a global audience. The collaboration between established and emerging talents, coupled with a deep respect for Indian artistry, positions this edition as a significant cultural statement in the world of fashion photography.
