After the models for the iconic Pirelli calendar were photographed by Patrick Demarchelier in China in 2008 and by Peter Beard in Botswana last year, it was controversial fashion photographer Terry Richardson who was chosen for one of the most envied jobs of the year: shooting the 37rd edition of the calendar in Brazil.

It is not only the choice of photographer that is pushing the envelope, however: this year's calendar is lacking the obvious 'bombshells' such as Laetitia Casta, Cindy Crawford and Gisele Bündchen who were featured in past editions. For 2010, the calendar seems to focus more on actual high-fashion models (Lily Cole) or 'it girls' (Daisy Lowe). Victoria's Secret model Miranda Kerr is an exception.

Pirelli says that the new calendar echoes the original images from the 1960s and 70s, portraying a natural kind of woman with a twist of irony.

The photos, the label stated, are "without frills, removed from complicated and artificial contexts set by fashion trends. The setting has no showy backgrounds or schemes, in line with the photographer's simplicity and focus on the essential."

This also means that Richardson dispensed with retouching, which is in line with a growing trend in fashion and beauty.

Pirelli's calendar is considered the most exclusive pin-up calendar of the world, since it cannot be bought and is only distributed to the brand's clients and VIPs in very limited quantities.