Lavazza has released its 2012 calendar, which is its jubilee project. To mark the 20th anniversary of the calendar, the famous Italian coffeemaker asked 12 photographers who had shot its previous editions to take self-portraits.

Photo: a snapshot from 20calendars.lavazza.com

It resulted in an infused with imagery and erotica both colorful and black and white photos including self-portraits of such acclaimed masters as Annie Leibovitz, David LaChapelle, Von Unwerth, Thierry Le Gouès and Mark Seliger.

Lavazza that was founded in 1895 by Luigi Lavazza is still owned by the Lavazza family. The Lavazza calendar has become iconic, best known for Ellen von Unwerth’s 1995 erotic pictures of Carla Bruni, the current French first lady. Last year’s calendar was themed ‘Falling in love in Italy’ featuring romantic photos by Marc Seliger made in different cities of the country.

In addition, Lavazza has launched a special web site where all its calendars can be found along with footage and information about the photographers. There’s also a free iPhone app that allows users to make their own Lavazza calendars.

Always staying in close connection to art, the company has opened a special exhibition at design museum Triennale di Milano. Titled Lavazza, con te partirò (Lavazza, with you I will leave) it showcases all of the previous editions of the calendar, starting from the black-and-white 1993 edition by Helmut Newton.

Photos: snapshots from 20calendars.lavazza.com