According to reports, Indian model Bhavitha Mandava stood barefoot and draped in gold against the ancient walls of Jaigarh fort in Jaipur, marking a historic shift as she prepares to feature in the first Pirelli calendar to be shot entirely in India. The project, captured by photographers Avani Rai and the late Raghu Rai, arrives amid a broader cultural reckoning over how western fashion houses recognize and utilize South Asian talent and centuries-old artisan traditions.
The Evolution of the Pirelli Calendar in India
Launched in the 1960s as a promotional giveaway for the Italian tyre company, the Pirelli calendar evolved into an influential fashion publication featuring prominent supermodels. Historically, the publication faced criticism for a lack of diversity and the sexual objectification of women. According to historical records, the 1987 edition featured a topless 16-year-old Naomi Campbell in an all-black lineup, while Annie Leibovitz shot a diverse roster of women in 2016. Tim Walker directed an all-black cast in 2018, though a return to sensual imagery in 2025 drew criticism during the post-#MeToo era.
For the latest edition, photographers set up scenes across the streets of Delhi’s old city, flower markets, and gullies. The project was originally envisioned as a collaboration between Norwegian photographer Sølve Sundsbø and pioneering Indian photojournalist Raghu Rai. Following Raghu Rai’s death in April, his photographer daughter, Avani Rai, stepped in to complete his share of the work. “My father was always my audience,” Rai said, noting that she eventually felt his presence in divine spaces while shooting.
Representation and Cultural Shifts in Fashion
The shoot in India coincides with a changing landscape for South Asian representation and a growing acknowledgment of local craftsmanship. While Indian embroidery and fabrics have long supplied top fashion houses, their contributions historically lacked attribution. In March 2023, Dior staged a runway show at Mumbai’s Gateway of India monument, highlighting local workshops. Conversely, Prada faced controversy in June 2025 after showcasing leather sandals resembling traditional Kolhapuri chappals without initially acknowledging their centuries-old western Indian origins, later sending a delegation to meet local artisans.
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Mandava, 26, admitted she initially hesitated due to the publication’s history of eroticism. “I’ll be honest I wasn’t very enthusiastic about the past eroticism of the Pirelli calendar and those associations,” she said. “But I’m so glad, they have actively made an effort for me to feel like I belong.” However, she also cautioned against tokenism, stating, “I like to think my race isn’t the most interesting thing about me.”
Voices Shaping Global Culture
The calendar’s cast includes notable figures across music, food, and fashion. Musician Anoushka Shankar will appear with her sitar, reflecting on how global perceptions of South Asians have changed. “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,” Shankar said.
Padma Lakshmi, born in Tamil Nadu and returning to shoot for the calendar a second time at age 55, emphasized the project’s feminine perspective. “Coming back to India to shoot this makes it feel, in a way, a lot more feminine,” she noted, adding that the project highlights “the many faces of what it means to be an Indian woman globally.”
Frequently Asked Questions
What is the Pirelli calendar?
Initially launched in the 1960s as a marketing giveaway for an Italian tyre company, it has become an influential fashion photography publication.
Who photographed the latest Pirelli calendar in India?
The project was shot by Norwegian photographer Sølve Sundsbø and Avani Rai, who took over following the death of her father, pioneer photojournalist Raghu Rai.
Which notable figures are featured in the India-set calendar?
The cast includes model Bhavitha Mandava, musician Anoushka Shankar, and model-chef Padma Lakshmi.
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