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





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