# Feminist Pin-Up Calendars The 2016 Pirelli Calendar Features Strong, Successful Female Icons By Charlotte Joyce Kidd | Published 2015-09-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/2016-pirelli-calendar References: [huhmagazine](http://www.huhmagazine.co.uk/10479/the-pirelli-calendar-ditches-swimsuit-models-in-favour-of-strong-but-natural-women) & [ew](http://www.ew.com/article/2015/09/23/serena-williams-amy-schumer-2016-pirelli-calendar) The 2016 Pirelli Calendar will be a drastic departure from the multinational firm's past annuals. The Pirelli Calendar is a tradition dating back to 1964. The publication is exclusively offered as a corporate gift to Pirelli's most important clients and certain celebrity VIPs. Traditionally, being a "Pirelli girl" was a mark of success as a model, actress or otherwise-recognized pretty person. Past monthly subjects include Heidi Klum, Sophia Loren and Hilary Swank. This year, however, the Pirelli Calendar will celebrate a different kind of success. The 2016 Pirelli Calendar will feature such female icons as Serena Williams, Amy Schumer, Yoko Ono and Patti Smith, to name a few. Shot by Annie Leibowitz, the women will appear in "strong but natural" poses -- a complete revolution of Pirelli's wildly eroticized past pin-ups. ## Trend Insights (Trend Hunter) - Score: 2.3/10 - Popularity: 16% | Activity: 46% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Empowered Women Calendar:** New calendars featuring successful, strong women will provide an alternative to the traditional sexualized pin-up calendars. - **Diversity in Pictorial Representation:** Traditional eroticized ideas of beauty are being challenged by new depictions of diverse, strong women in high-end publications. - **Feminist Icons in Mainstream Culture:** Mainstream companies are promoting feminist role models in their branding to appeal to a growing audience of socially aware consumers. ### Sectors Adopting This - **Publishing:** Publishing companies can produce alternative calendars that promote empowering and diverse role models for a market that is looking to move beyond traditional ideas of beauty. - **Fashion:** Fashion industry can use diverse iconography that transcends traditional beauty stereotypes to appeal to a growing socially aware consumer base. - **Marketing:** Marketing firms can support mainstream companies to challenge the sexualization of women by promoting authentic and powerful representations of female beauty. ## Related on Trend Hunter - [Empowering Woman-Inspired Campaigns](https://www.trendhunter.com/trends/how-lovely-to-be-a-woman.md) - [Contemporary Femininity Fashion Campaigns](https://www.trendhunter.com/trends/contemporary-femininity.md) - [Empowering Women's Campaigns](https://www.trendhunter.com/trends/prettypowerful.md) - [Artist-Backed Women Campaigns](https://www.trendhunter.com/trends/ramona-pintea.md) - [Multifaceted Swimsuit Cover Models](https://www.trendhunter.com/trends/sports-illustrated-swimsuit-1.md) - [Honest Female Athlete Campaigns](https://www.trendhunter.com/trends/hillberg-berk1.md) - [Empowering Movie Industry Dolls](https://www.trendhunter.com/trends/career-of-the-year-barbie.md) - [Inspiring Role Model Dolls](https://www.trendhunter.com/trends/barbie-role-models.md) - [Changemaker Automotive Campaigns](https://www.trendhunter.com/trends/ford-explorer-mens-only-edition.md)