Saturday, August 23, 2014


Transmission

Hot Metal: Belarusian Steel Workers Strip For Company Calendar

The latest corporate calendar from the Byelorussian Steel Works explores the relationship between feminine beauty and molten metal.
The latest corporate calendar from the Byelorussian Steel Works explores the relationship between feminine beauty and molten metal.
Now in its third year, the Byelorussian Steel Works (BMZ) corporate calendar has quickly become a firm company tradition.

Following a trail that was first blazed nearly five decades ago by the Pirelli tire manufacturer, BMZ's yearly chronicle features racy (but demure) pictures of attractive females.

Whereas last year's publication focused on emphasizing the role of women in the steel industry by placing its scantily clad subjects in various metallurgical settings, the 2013 calendar is a much more ambitious undertaking.

With a few bold strokes of an airbrush, it deftly draws our attention to a link that the company suggests is often overlooked.

"Characterized by flexibility and natural appeal," BMZ's website explains, "the beauty of the female body and the beauty of molten metal are to a certain extent related terms."

Warming to its theme, the BMZ publicity machine then goes on to hammer the point home:

Like metal, a woman is made up of the most unexpected and sometimes conflicting properties. If, at first glance, steel seems solid and firm, it can change under certain conditions, becoming soft and pliable. The opposite is the case when it comes to the fairer sex: regardless of their profession or circumstances, they can seem delicate and fragile, but behind this external weakness there is usually hidden confidence, courage, and a steel will.

Unlike its Pirelli counterpart, which publishes pictures of catwalk superstars such as Naomi Campbell and Cindy Crawford, BMZ's calendar uses the company's own homegrown talent.

With more than 12,000 employees, the Zhlobin-based steelmaker had plenty of choice when it came to selecting its best-looking, most photogenic female applicants for the glossy publication.

The women selected for the calendar apparently had to demonstrate that they were tender and kindhearted.
The women selected for the calendar apparently had to demonstrate that they were tender and kindhearted.

Along with a number of engineers, this year's models also include a technician, a storekeeper, and a computer operator.

Presumably because they were representing BMZ, the lucky women were all chosen according to some very strict criteria.

Besides having "beauty and courage," these brave naked ladies also had to show that "tenderness and kindness lived in their heart."

Accordingly, these charitable attributes have to be supported by "specific actions," which is why BMZ's calendar girls have been busy organizing charity events over the past month to raise funds for children's centers in Zhlobin.

They have also been giving talks to children on the metallurgical industry, and one of the women even held a master class on beading.

It seems BMZ is doing its best to consolidate this child-friendly image.

In addition to its corporate calendar, which it will be giving to business partners, it is also producing a children's version.

Instead of flying sparks and nude women, the kids' calendar consists of pictures drawn by the offspring of company employees, reflecting their vision of BMZ as the place where their parents work.

-- Coilin O'Connor
This forum has been closed.
Comment Sorting
Comments
     
by: Johann from: USA
December 04, 2012 04:25
It looks they ( The Commies) in Belarus are more "Liberal ", than Western leaning nations of Afghanistan or Saudi Arabia !!!

by: Curt from: Kentucky
December 04, 2012 05:39
Oh darn, I was hoping for some hot men!
In Response

by: Camel Anaturk from: Transdniester
December 04, 2012 11:04
Aah,Curt,we were all hoping for that,but alas!!! Well,they promised to release the FSB calendar on Dec.the 21th and will send it free of charge to anyone who knows whose birthday it is.Meanwhile we`ll have to do with the latest copy of Honcho magazine featurig Eugenio,Jack,Vakhtang and Andrew from Auckland in their see thru underwear!!!
In Response

by: Johann from: USA
December 05, 2012 16:03
Firefighters in the Capital city of Iceland, Reykjavik, ( pop. 320.000 the country) have last three years stripped on pictures in a calander that has been a hot sell all over the country. The profit was donated to Charities. Some female police officers in Reykjavik, wanted to do the same, but didn't do it because, public view is that that they are to big and heavy , like female Officers tend to look , her in my adopted Country, or USA !!! I personally think that Police Officers , should meet the same guadelines and Marines and Navy Seals. That would keep our Country safer from foreign Terrorists !!!

by: Sey from: World
December 04, 2012 08:27
I know I cannot use strong words, but whatever fake attribute you want to give them, the only truth here is that they are all shameless...women...with no self-respect.

Hope their families are proud that their daughters/wives/sisters/mothers strip in a calendar at their workplace for some extra cash, or even for free. That is really some great example to give the children.

by: Anonymous
December 04, 2012 09:07
While it is true that your traditional audiences among the elites are in free fall, you might be carving into the audiences of saucy magazines. You've managed to turn the race to the bottom into a race for the bottoms. Keep up the good work. American taxpayers' dollars well spent.

by: Eugenio from: Vienna
December 04, 2012 09:45
Congratulations to the people of Belarus - they have steel factories! Here in this "free" Europe (and elsewhere in the West) steel factories are closing one after the other. The most recent cases are: (a) an ArcelorMittal Steel factory in Florange (France) - is about to be closed; (b) a ThyssenKrupp steel factory somewhere in the US has been making losses for years - now they are closing it; (c) a Riva Steel factory in Taranto (Italy) - up to now the most sizeable stell factory in the country - is also closing, as a result of which 11,500 Italian worker (more) are going to lose their jobs. And this list could be continued - just follow the news.
And the fact that - against this background - steel industry in such places as Belarus or Russia is expanding is yet another indication that the economic policy of the govts there is benefiting the countries in question and their populations.

About This Blog

Written by RFE/RL editors and correspondents, Transmission serves up news, comment, and the odd silly dictator story. While our primary concern is with foreign policy, Transmission is also a place for the ideas -- some serious, some irreverent -- that bubble up from our bureaus. The name recognizes RFE/RL's role as a surrogate broadcaster to places without free media. You can write us at transmission+rferl.org

Most Popular