Well Pirelli has evolved, not by design, into something much more that that. It has , in it's genre, become an anthology of photography through the decades. Being invited, and you are invited, to photograph a calendar is now, in and of itself, a recognition of your 'contribution to the photographic aesthetic' and peer esteem. Look at the photographers who, over the past two decades, have been chosen (the one exception arguably being Karl Lagerfeld) and you will see a varied and copious cross section of the better known 'names' and talent in the pro business - from Annie Leibovitz to Terry Richardson, et al.
End result is a Pirelli calendar is much sought after, hard to come by and in the end it's the 'prestige' that's enhanced the Pirelli brand. Not so much the 'women/sex' angle.
Pirelli both touched the skies and trawled the bottom of the pond. It went out of production for some years because of the economy (they claimed -) and then started up again with another AD who, for my money, took it into hopeless digressions into 'concept' where the hard sell to flog an idea removed the aristic freedom that had governed the earlier shoots - bar the early disaster with poor old Duffy and Allen Jones, of course, so bad Duffy demanded his name be removed from the operation.
Later shoots, selling the P6 tread pattern, turned women into lizards. hardly erotic or even exotic.
Frankly, I think the thing has lost its way; I have two versions of the Calendar Book and owned one calendar - the Big Sur one by Harri Peccinotti - and wouldn't buy a third book, should it ever be published.
Thing is, the original recipients - my best client was one - didn't know anything about 'famous' photographers and I doubt many people care today, either: it was the photographs that appealed. And thank God for that: gave me an entré too, in my own little world of the art. If the photographers mean anything today, it's because of the celeb culture that surrounds some that they are known outwith photography. Nobody other than snappers and models had ever heard of Sara Moon, Francis Giacobetti or even Hans Feurer. And for my money, they still were the ones that took it to the hights. Today, I think they try to preach.
Truth to tell, some of the productions from Pentax, where Sam Haskins alternated with Hans Feurer, were every bit as good, if not actually better; Mintex did some crackers too. Mintex, because it was being handled by Derek Forsyth after he was temporarily displaced from Pirelli by the other guy with the 'concepts'. I think Forsyth knew how to get the best out of photographers. An art in itself!
You can 'concept' any production to death.
Rob C