For the eighteenth edition of its calendar, Lavazza has chosen a new artistic outlook, and a perfect yet original synthesis between designer photography and music: a direct dialogue that needs no interpretation.
The 2010 edition of the Lavazza Calendar was presented at the historic Palazzo Madama in Turin.
This surprising, upbeat calendar has been produced by the influential British photographer Miles Aldridge, who has taken 7 memorable shots to represent the 12 months of 2010. As always, the Armando Testa agency was responsible for the artistic direction.
This eighteenth edition features six of the world's most famous models, but, for the first time ever in the history of Lavazza Calendars, the real star of the show is Italian music: an international ambassador for the country's talent, optimism and lifestyle.
For The Italian Espresso Experience 2010, Lavazza has chosen the perfect combination of the two most immediate of all the arts: music and photography. Although the differences between them are many and varied, they both have a direct, immediate quality.
Va' Pensiero, Guarda Che Luna, 'O Sole Mio, Con Te Partirò, Baciami Piccina and Nessun Dorma: six timeless songs, known all over the world. Like pictures filled with colourful, abstract brush strokes, they are interpreted here to reflect what critics have termed Aldridge's 'Futuretrò' style. Fluorescent colours combine to give his pictures a futuristic glamour, while he also has a preference for surprisingly retro subjects.
His innovative style is destined to make its mark on the contemporary artistic scene. Lavazza's choice once again reflects the company's penchant for innovation, as it continues to find new ways of exploring the relationship between themes and images.
In the photographs, the songs are brought to life by Bianca Balti, Georgia Frost, Lydia Hearst, Daisy Lowe, Alexandra Tomlinson and Alek Alexeyeva: top models from the international world of fashion and show business.
The settings for the iconic songs chosen by the photographer together with Lavazza are the theatrical atmospheres Aldridge created at Cinecittà, where he immortalised the models on film during a week last April, transforming the film studios in Rome, home to some of the best films ever made, into an imaginary landscape. Observers will quickly be seduced by the colour contrasts Aldridge creates and drawn in by the upbeat, optimistic mood the photographs convey. Just like Lavazza espresso, they also have an energy that blends in perfectly to the story behind each picture - and each song, in this case.
The shots emanate an appeal that is made even stronger by the fact that the meaning is instantly obvious. Their impact is direct and immediate, for effortless enjoyment, appreciation of their innovative style and sincere dialogue.
Year after year, the Lavazza Calendar continues to attract a growing number of collectors and fans who eagerly await the preview so they can upload pictures and impressions on the web (even though the backstage photos have been just a click away for about a month already, giving a glimpse of the form the new edition would take).
During its eighteen-year history, the Lavazza Calendar has featured various artistic styles. The 2002 edition, produced by David LaChapelle with an innovative use of colour, launched the Calendar into a new artistic dimension with a strong element of research and innovation.
Now, for its eighteenth edition, the Lavazza Calendar has become a landmark for fans of designer photography and continues to keep one eye on the Italian way of life: looking at the various layers and nuances of a culture best summed up with the word "Italianess".
For the eighteenth edition of its calendar, Lavazza has chosen a new artistic outlook, and a perfect yet original synthesis between designer photography and music: a direct dialogue that needs no interpretation.
