Pirelli unveiled the 2010 edition of its famed hot & sexy calendar on Thursday in London, shot for the first time by Terry Richardson.

The Pirelli Calendar is an iconic annual publication that’s famous for its limited availability because it is not sold and is only given as a corporate gift to a restricted number of important Pirelli customers and celebrity VIPs. It’s the world’s only prestigious and exclusive “girly” calendar, featuring a steamy, mostly nude catalog of the world’s most beautiful women.

Rosie Huntingdon-Whiteley

Appearing in the calendar is a mark of distinction for those chosen and over the years stars and models have graced the pages such as Elsa Benitez, Sienna Miller, Naomi Campbell, Gisele Bundchen, Cindy Crawford, Lauren Bush, Heidi Klum, Adriana Lima, Hilary Swank, and many more.

Fashion snapper Terry Richardson shot the R-rated collectible in Bahia, Brazil, at the Uxua Casa Hotel, a rustic getaway in Brazil opened this year by Wilbert Das, the recently departed creative director of Diesel.

Marloes Horst

Lily Cole

Richardson’s Pirelli shots feature no retouching. “A great photographer captures the moment — that’s why I shoot without extra equipment and without assistants,” said Richardson of the project.

The lovely ladies who appear in next years fanciful feast for the eyes includes Daisy Lowe, Georgina Stojiljkovic, Eniko Mihalik, Catherine McNeil, Lily Cole, Abbey Lee Kershaw, Miranda Kerr, Ana Beatriz Barros, Gracie Carvalho, Marloes Horst, and Rosie Huntington-Whiteley.

Miranda Kerr

Marloes Horst

Georgina Stojiljkovic

Daisy Lowe & Catherine McNeil