Italian tire manufacturer Pirelli is turning the page with its 2016 calendar. Gone are the supermodels, replaced by women of achievement, notably Amy Schumer and Serena Williams.
Jennifer Zimmerman, the global chief strategy officer for the McGarryBowen advertising agency, told the New York Times:
We call it the rise of the shero” — that is, the female hero. With the switch in subject matter, the greatest offender had become the greatest bandwagoneer.
We are in the midst of a perfect storm of cultural icons and politics and Hollywood. Between the first credible woman presidential candidate, all the powerful female characters on television from ‘Supergirl’ to ‘Madam Secretary’ to ‘Scandal,’ the pressure for parity in pay, it is impossible to ignore the empowerment of women. Besides, who uses a calendar anymore? It has to stand for something else.
Joining Schumer and Williams — who both posed topless — are model and philanthropist Natalia Vodianova, film director Ava DuVernay, artist, musician and performer Yoko Ono, singer Patti Smith, fashion blogger Tavi Gevinson, businesswoman Mellody Hobson, “Selma” director Ava DuVernay, artist Shirin Neshat, producer Kathleen Kennedy, and 77-year-old philanthropist Agnes Gund.
Famed photographer Annie Leibovitz, who shot all the photos, said:
Every single day we photographed, I was more empowered. I was more empowered with every photograph we took.