{"id":51892,"date":"2017-11-15T00:00:00","date_gmt":"2017-11-15T00:00:00","guid":{"rendered":"http:\/\/www.fondazionepirelli.org\/fondazione-pirelli\/pirelli-and-the-evolution-of-female-beauty\/"},"modified":"2022-04-21T15:17:59","modified_gmt":"2022-04-21T14:17:59","slug":"pirelli-and-the-evolution-of-female-beauty","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/pirelli-and-the-evolution-of-female-beauty\/","title":{"rendered":"Pirelli and the Evolution of Female Beauty"},"content":{"rendered":"<p>The first issue of\u00a0<em><a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/pubblicazioni-e-riviste\/IT-PIRELLI-BIB0001-0023395?lang=en\" target=\"_blank\" rel=\"noopener noreferrer\">Vado e Torno<\/a><\/em><em>\u00a0<\/em>came out in December 1962 as a monthly for road hauliers. It was the brainchild of\u00a0<a href=\"https:\/\/www.rivistapirelli.org\/en\/selezione_antologica\/arrigo-castellani\/\" target=\"_blank\" rel=\"noopener noreferrer\">Arrigo Castellani<\/a><strong>,<\/strong>\u00a0the head of \u201c<strong>Propaganda Pirelli<\/strong>\u201d, who directed it until 1968. Throughout the 1960s, the covers featured stunning Italian and international cinema actresses. Whether well-established stars or just starting out, their close-ups were spread across the entire covers, and the<strong> photo shoots<\/strong> continued inside the magazine. Together they retrace the history of <strong>great Italian cinema<\/strong> from\u00a0<em>The Leopard<\/em>\u00a0with\u00a0<a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/pubblicazioni-e-riviste\/search\/result.html?query=La+gattoparda&amp;jsonVal=%7B%22jsonVal%22%3A%7B%22query%22%3A%22Claudia+Cardinale%22%2C%22startDate%22%3A%22%22%2C%22endDate%22%3A%22%22%2C%22fieldDate%22%3A%22dataNormal%22%2C%22_perPage%22%3A20%7D%7D&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Claudia Cardinale<\/strong><\/a>\u00a0(on the cover of the first issue), to the films by <strong>Vittorio De Sica<\/strong> with <strong>Sofia Loren<\/strong> (on the cover in 1963 for the premiere of\u00a0<em>Yesterday, Today and Tomorrow<\/em>, in 1964 for\u00a0<em>Marriage Italian Style<\/em>\u00a0and in 1966 for Rosi\u2019s\u00a0<em>More Than a Miracle<\/em>), by <strong>Antonioni<\/strong> with\u00a0<a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/pubblicazioni-e-riviste\/search\/result.html?query=1963&amp;jsonVal=%7B%22jsonVal%22%3A%7B%22query%22%3A%22Monica+Vitti%22%2C%22startDate%22%3A%22%22%2C%22endDate%22%3A%22%22%2C%22fieldDate%22%3A%22dataNormal%22%2C%22_perPage%22%3A20%7D%7D&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Monica Vitti<\/strong><\/a>\u00a0(<em>Red Desert<\/em>, 1963), by <strong>Pasquale Festa Campanile<\/strong> (who directed Catherine Deneuve in 1964 in\u00a0<em>La costanza della ragione<\/em>\u00a0and\u00a0<a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/bookreader\/pubblicazioni-e-riviste\/VadoeTorno\/1965_6.html?q=Virna%20tutta%20bionda&amp;start=22&amp;lang=en#page\/22\/mode\/2up\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Virna Lisi<\/strong>\u00a0<\/a>in 1965 in\u00a0<em>A Maiden for a Prince<\/em>). And there was <strong>Catherine Spaak<\/strong>, and\u00a0<strong>Ursula Andress<\/strong>\u00a0and <strong>Raquel Welch<\/strong>.<\/p>\n<p>The new <strong>aesthetic of the 1960s<\/strong> took hold on the covers of\u00a0<em>Vado e Torno<\/em>, just as it did on the pages of the <strong>Pirelli Calendar<\/strong>, which was launched in the same period (<strong>1964<\/strong>) in England, filled with the spirit of \u201cSwinging London\u201d. Elegant, natural images, never provocative, always expressing immense but simple beauty: the simplicity that, as <strong>Edmondo Berselli<\/strong> writes in\u00a0<em>The Complete Pirelli Calendars: 1964-2007<\/em>, reached its aesthetic apotheosis in\u00a0<strong>Michelangelo Antonioni\u2019<\/strong>s\u00a0<em>Blow Up<\/em>.<\/p>\n<p>In its first fifteen years,\u00a0<em>Vado e Torno<\/em>\u00a0initially adopted the formula used by the far more famous\u00a0<a href=\"https:\/\/www.rivistapirelli.org\/en\/\"><em>Pirelli<\/em>\u00a0<em>Rivista di informazione e di tecnica<\/em>\u00a0<\/a>, also directed by Castellani: <strong>topics of a technical and specialised nature<\/strong> linked to road haulage and transport appeared <strong>alongside subjects of general interest<\/strong> and miscellaneous items, with contributions by famous journalists and writers. These included <strong>sport<\/strong> (with contributions by Gianni Brera and Bruno Raschi), <strong>cinema<\/strong> (with articles by\u00a0<a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/pubblicazioni-e-riviste\/search\/result.html?query=&amp;titoloRivista=&amp;autoreRivista=Tullio+Kezich&amp;startDate=&amp;endDate=&amp;testoRivista=&amp;numeroRivista=&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\">Tullio Kezich<\/a>), <strong>television, music and lifestyle topics<\/strong> (Natalia Aspesi, Corrado Minicucci). Many of the contributors also wrote for <em>Pirelli<\/em>\u00a0magazine in those years. These include<a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/pubblicazioni-e-riviste\/search\/result.html?query=&amp;jsonVal=%7B%22jsonVal%22%3A%7B%22startDate%22%3A%22%22%2C%22endDate%22%3A%22%22%2C%22fieldDate%22%3A%22dataNormal%22%2C%22_perPage%22%3A20%2C%22autoreRivista%22%3A%5B%22Giuseppe+Gozzini%22%2C%22%5C%22Giuseppe+Gozzini%5C%22%22%5D%7D%7D&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\">\u00a0Giuseppe Gozzini<\/a>\u00a0and Luca Goldoni \u2013 who wrote about historical places and ancient roads \u2013 and Giovanni Canestrini, who wrote a <strong>reportage<\/strong> about crossing Africa in a truck. There was also <strong>literature<\/strong>, with detective and science-fiction stories written specially for the magazine by some interesting authors, such as Emio Donaggio, a pioneer of Italian science fiction, and Franco Enna, the pen name of Francesco Cannarozzo, a prolific writer of detective stories set in Sicily and known as the \u201cItalian Simenon\u201d. Then there were satirical cartoons by such masters of <strong>comic illustration<\/strong> as<strong>\u00a0<a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/disegni-e-manifesti\/search\/result.html?query=&amp;oggettoIco=&amp;titoloIco=&amp;autoreAmbitoIco=Manzi&amp;descrizioneIco=&amp;startDate=&amp;endDate=&amp;campagnaIco=&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\">Riccardo Manzi<\/a>,<\/strong>\u00a0Antonio Botter, Giorgio Cavallo, and\u00a0<strong>Jacovitti<\/strong>.<\/p>\n<p>During the course of the 1960s, the look of the covers of\u00a0<em>Vado e Torno<\/em>\u00a0changed considerably, with the portraits of actresses making way for alluring models shown next to vehicles. The change was also reflected in the content of the magazine, for the news, entertainment, and cultural articles gradually disappeared, with more technical articles taking their place.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The first issue of\u00a0Vado e Torno\u00a0came out in December 1962 as a monthly for road hauliers. It was the brainchild of\u00a0Arrigo Castellani,\u00a0the head of \u201cPropaganda Pirelli\u201d, who directed it until 1968. Throughout the 1960s, the covers featured stunning Italian and international cinema actresses. Whether well-established stars or just starting out, their close-ups were spread across [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":61695,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68],"tags":[249],"class_list":["post-51892","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-stories-from-world-of-pirelli","tag-graphics-art-and-design"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pirelli and the Evolution of Female Beauty - Fondazione Pirelli<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/pirelli-and-the-evolution-of-female-beauty\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pirelli and the Evolution of Female Beauty - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"The first issue of\u00a0Vado e Torno\u00a0came out in December 1962 as a monthly for road hauliers. It was the brainchild of\u00a0Arrigo Castellani,\u00a0the head of \u201cPropaganda Pirelli\u201d, who directed it until 1968. Throughout the 1960s, the covers featured stunning Italian and international cinema actresses. Whether well-established stars or just starting out, their close-ups were spread across [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/pirelli-and-the-evolution-of-female-beauty\/\" \/>\n<meta property=\"og:site_name\" content=\"Fondazione Pirelli\" \/>\n<meta property=\"article:published_time\" content=\"2017-11-15T00:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-04-21T14:17:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2017\/11\/19091322\/evoluzione_estetica_cover.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"455\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"fondadmin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"fondadmin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/pirelli-and-the-evolution-of-female-beauty\/\",\"url\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/pirelli-and-the-evolution-of-female-beauty\/\",\"name\":\"Pirelli and the Evolution of Female Beauty - 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