There are a lot of famous calendars in the world (one is from Pirelli Tire, the Italian company that got famous for having fabulous actresses and models appear in its calendars).
It turns out that Campari, the Italian liquor and mixer, also has a calendar, and Penelope Cruz -- while not exactly Italian -- is the international 2013 Campari Calendar Girl. Only 9,999 copies of it are printed and sent out to "friends of Campari"; look for it to be hanging in many a chic bar.
The shoot from the calendar is pretty amazing, and Cruz wears red throughout, looking sirenesque, popping off the pages. Interesting that she almost always wears black on the red carpet, and here she went for the most eye-catching color.
And at the premiere in Milan -- yes, this calendar had its own premiere -- she wore a burgundy or deep-red one-shoulder Armani Prive gown (Italian, a good move) and really went all out to promote it.