Lavazza Research
Lavazza was founded in Turin by Luigi Lavazza in 1895. It has continued to be owned by the same family throughout four generations. Lavazza imports coffee all around the world and is branded as 'Italys favourite coffee'. Lavazza has produced the "Lavazza Calendar", featuring fashion photography from some of the world's leading photographers. However the calendar is not available for purchase. Photographers and artists have included Annie Leibovitz in 2009, David LaChapelle in 2002, Helmut Newton in 1993 and 1994, Ellen Von Unwerth in 1995, Eugenio Recuenco in 2007, Erwin Olaf in 2005, and Platon in 2018. The calendar has become a showpiece of conceptual fashion photography. As well as this Lavazzas campaigns have always had an innovative approach to advertising. The brand image strategy applied during the years is a sapient blend of traditional Italian comedy and fresh, state-of-the-art vision. The Lavazza campaigns and calendars have become iconic throughout the years.
The calendars have been continuing since 1993, what is so unique about each calendar is that each photographer chosen to shoot that particular add their own style to the shoots making each completely different. From 1993-2001 all the calendars where in black and white and mostly quite classic with some comical references and surrealism was slowly being brought into the calendars. From 2002 calendars were produced in colour and an artful twist mixed with surrealism.
-David Lachapelle (born 1963) produced the most recent Lavazza calendar.
-Lachapelle is an American photographer whose style has been defined as 'hyper-real' and 'kitsch pop surrealism' which made him perfect for the Lavazza brand
-Described as the fellini of photography
-The twelve images immortalise women divinities immersed in the powerful nature of the Hawaiian islands, with mythological visions and pop colours, oceans that suggest an uncontaminated world.
-This calendar has been described as the most surreal one yet.
- All images contain different elements and each concept is unique within the calendar.
-It is claimed to be a celebration of the earth and nature.
These are just two of my favourite Lavazza calendar's, the first calendar was from 1994 this edition featured the aesthetic techniques of Helmut Newton, the German-Australian, whose photographs formed the centre spreads of Vogue and Playboy in the 60s and 70s. He charged up the colourless frames with provocative yet poignant stills of women, including Iia's hot export Padma Lakshmi, sipping and spilling coffee in cafesnd across Paris and Monte Carlo.
The second set of images from 1997 by Albert Watson which was titled the two souls of coffee. This is my favourite Lavazza Calendar and I have been very inspired by this within my own ideas for our lavazza campaigns.
-Albert Watson is a Scottish art and fashion
-Has shot over 100 vogue and 40 rolling stone covers
-Has also created major advertising campaigns including clients such as Chanel and Prada.
