Fur Blackglama

The history of the campaign in the world's most famous fur brand Blackglama began in 1968 when the brand has become the motto of uncomplicated phrase «What becomes a legend most?» («What becomes a legend?"). Then it became obvious that in order to draw attention to mink fur coats Blackglama, need to clothe them legendary figures.

Barbra Streisand, 1968

Bette Davis, 1968

Judy Garland, 1968

Lauren Bacall, 1968

The idea of ​​one of the most successful and expensive advertising campaigns in the fashion world was born, paradoxically, in times of crisis. 60s were not the best time for US fur industry - the demand for fur fell sharply because of the protests of animal rights, and the economic situation did not allow excesses. Then a group of farmers from the Great Lakes Mink Association (Great Lakes Mink Association - abbreviated GLMA) hired to promote their business advertising agent, so he came up with the concept of advertising for their products. As you know, advertising cost to farmers in a tidy sum, which they later paid back many, many times.

Marlene Dietrich 1969

Joan Crawford 1969

Brigitte Bardot, 1970

Rita Hayworth, 1970

For the salvation of fur business it took Jane Trejo - advertising agent from New York. It was she who came up with the name of Blackglama, which later became known to the whole world: black (black mink unchanged) + GLaMA (manufacturer's name). But she had an advertising concept was simple, as the world - the star of the first magnitude, dressed in luxurious mink coats, and below the signature "What becomes a legend?". So the legend from the world of movies, music and ballet Blackglama helped become a legend in the fashion world.

Diana Ross 1973

Liza Minnelli 1973

Raquel Welch 1975

Ballet dancer Martha Graham, Rudolf Nureyev and Margot Fontaine, 1976

Shirley MacLaine, 1977

Luciano Pavarotti 1981

Natia Wood 1981

Julie Andrews, 1982

In total, the campaign, from 1968 to the present day, was attended by about 40 of the many celebrities in show business. The first pictures were made by the legendary Richard Avedon.

Sophia Loren, 1982

Elizabeth Taylor, 1983

Lucille Ball 1984

Cher 1986

Audrey Hepburn, 1987

Catherine Deneuve, 1989

Ray Charles, 1990

In 1994, the production of the campaign was suspended, but in 2001, by popular demand, the newly resumed. Now came the turn of the elite supermodels posing in furs. Total for some 7 years, women legends, stars of old Hollywood, model change, earning 100 thousand. Dollars per one way to the podium.

Linda Evangelista, 2001

Gisele Bundchen 2002

The first photo shoot Blackglama, the shooting of which took place in the open air - before all the advertising campaign filmed entirely in the studio.

Naomi Campbell, 2007

In 2004, advertising Blackglama found color (before all the pictures were black and white). According to the president of the company, the decision was due to the choice of the model:

This year, our brand is Crawford Sindh. And in the case of Miss Crawford, we felt it was time to add some color to our brand.

Elle Macpherson 2005

Every year Blackglama fur is becoming more popular, and more and more advertising campaigns like the Photoshop wizard, not in the studio photographs. Photos from the Hollywood divas look alive and sincere compared with digital images of supermodels of the new century, the face that seemed glued to the finished image. And despite the fact that Blackglama yet returned their campaign traditional black-and-white tones, its image is hardly ever turn out so real, like in the beginning.

Elizabeth Hurley, 2008

Janet Jackson 2010


See also

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