For the 2021 calendar, Lavazza chooses 13 masters of photography, from McCurry to LaChapelle

The new 2021 calendar of Lavazza, the well-known coffee company, is entitled The New Humanity. For the project, the brand chose to rely on the creativity of theArmando Testa agency, which is picking up the legacy of the great designer and advertising executive who died in 1992. The agency directed the work of thirteen contemporary masters of photography, who shot the calendar’s images: Christy Lee Rogers, Denis Rouvre, Carolyn Drake, Steve McCurry, Charlie Davoli, Ami Vitale, Martha Cooper, David LaChapelle, Martin Schoeller, Joey L., Eugenio Recuenco, Simone Bramante, and Toiletpaper. The photographers are joined by six “ambassadors” who interpret the meanings of the “new humanity” underlying the project: architect Carlo Ratti, fashion designer Stella Jean, writer Alessandro Baricco, actress Kiera Chaplin, singer-songwriter Patti Smith and Save the Children CEO Inger Ashing.

The New Humanity, Lavazza explains, “represents a new artistic, cultural and social avant-garde. A movement born out of an experience of forced imprisonment that we have all lived through and that everyone, with their own talent and sensitivity, has tried to transform into a personal and collective rebirth. A necessary restart that, as in the Renaissance, opens mind and heart to point to a new vision of the world. A world that can no longer be what it was before but refounded on a new emotional piling based on the deepest values of respect, inclusion and sensitivity. This reconstruction starts from the realization that being human is the most extraordinary characteristic of human beings. This new humanity is told in Calendar 2021 through a mosaic of voices from the Lavazza universe and beyond. A choral work that is both a warning and a hope. A new positive vibration that runs through nature and points to the human center.”

One thousand copies of the Lavazza calendar are on sale, from Nov. 12 to 26, on the company’s website, along with the twelve original photographs, which have been auctioned off, and a special item. Proceeds will go to support New Horizons, a sustainable development project to help young people in Kolkata, India. “The New Humanity 2021,” said Francesca Lavazza, Lavazza Group board member, “represents for Lavazza not only a narrative strand, but an artistic avant-garde for which we wanted people from the Lavazza universe and beyond around us. We thus created a choral work of images and ideas created by an invisible network of artists who are different from each other, but united by the goal of inspiring suggestions and ideas, with their sensitivity and talent, that can stimulate a reflection on universal values, the true essence of Human Being.”

For anyone who would like to learn more about the project and see all the photos, Lavazza has activated a dedicated space on its website, with statements from the protagonists, videos, behind-the-scenes footage, and lots of other special content.

Pictured: a detail of David LaChapelle’s photograph (July)

For the 2021 calendar, Lavazza chooses 13 masters of photography, from McCurry to LaChapelle

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