Blackglama has unveiled its newest advertising campaign, which continues to evolve the brand’s focus into fashion from celebrities. For over 40 years, Blackglama has been world-renowned for providing the finest, most luxurious and exclusive ranch-raised natural black mink. Blackglama mink is distributed exclusively through American Legend Cooperative, based in Seattle, Washington, and sought after by manufacturers, retailers, and consumers globally. All Blackglama mink comes from Origin Assured™ farms.
Each Blackglama pelt is hand selected and inspected by American Legend Cooperative’s experienced graders. To qualify as Blackglama, the pelt must be free of any imperfections on both the fur and leather. With such high criteria, less than 2% of the world’s mink population earns the exclusive Blackglama name and can bear the coveted Blackglama label. Blackglama garments also carry a label displaying a unique serial number, providing permanent identification, as well as other security features that ensure that the label is genuine—not an imitation.
1968 represented a turning point in world events and a shift in American culture. To the members of the Great Lakes Mink Association (GLMA), these turbulent times seemed a world away. Working long hours on farms throughout the upper Midwestern United States, they were busy improving and producing the world’s finest dark mink. Little did they know that their work would form the basis of a revolutionary new marketing campaign.
The GLMA ranchers hired a small New York ad agency to create awareness for the high-quality fur being produced by the farmers. Popular copywriter Jane Trahey suggested creating the brand name BLACKGLAMA. How does one advertise something as special as the dark Blackglama mink? The luster and quality of the fur doesn’t show up in a photograph, so Jane thought up a “gimmick.”
The “gimmick” was to associate Blackglama with the glamour of universally recognized and admired people. The result was brilliantly simple: a black-and-white photograph of a well-known woman wearing a Blackglama mink coat shot against a seamless grey backdrop.
The world took notice. Famous names like Judy Garland, Bette Davis, Barbra Streisand and Lauren Bacall were featured in the first year of the campaign alone, photographed by the renowned Richard Avedon. What brought it all together was the straightforward and now unforgettable tagline, “What Becomes A Legend Most?” The effect was powerful and immediate. Within two years, Blackglama was considered the most prestigious ranch black mink in the world. The campaign continued through 1994.
Since the campaign’s inception four decades ago, Blackglama has featured some of the world’s most acclaimed entertainers, including Sophia Loren, Diana Ross, Audrey Hepburn, Lauren Bacall, Marlene Dietrich, Elizabeth Taylor, Lena Horne, Liza Minnelli and Janet Jackson. Beginning with the 2013 Carolyn Murphy campaign, Blackglama shifted away from entertainers toward models to highlight Blackglama’s fashion aesthetic.
Since 2001, the campaign has featured such supermodels as Linda Evangelista, Gisele Bündchen, Cindy Crawford, Elle Macpherson, Naomi Campbell and Elizabeth Hurley. Beginning with the 2013 Carolyn Murphy campaign, Blackglama shifted away from entertainers toward models to highlight Blackglama’s fashion aesthetic. Into the new millennium, the brand is expanding beyond dark mink to include other products that reflect the “Legendary” qualities of Blackglama.
This year, model Jessica Stam is featured in a campaign conceived by New York-based advertising and branding agency Laspata DeCaro. “In these stunning shots, Jessica represents a reinvention of Hollywood glamour that feels both timeless and relevant,” says Joe Morelli, CEO of Blackglama.
In the new campaign, the platinum blonde and crimson-lipped model is captured in a series of cinematic vignettes photographed by Rocco Laspata on location in Los Angeles. Settings include a majestic palm-lined street in Beverly Hills, a dramatic villa in Malibu overlooking the Pacific Ocean, and an alluring 1930’s supper club that references Hollywood’s golden age. Swathed in Blackglama’s 2015 collection – co-designed by Laspata DeCaro‘s Creative Director, Charles DeCaro, to align with the campaign’s visual narrative – Jessica embodies a modern-day screen goddess. The results are the very epitome of glamour.
“The inspiration for the campaign channels iconic Hollywood glamour with a modern sensibility…the primary difference is that the initial campaigns were focused on a singular image—a legend and a coat. Our recent branding iterations have evolved imparting a distinct fashion sensibility. Multiple images showcase innovative designs and the relevant multi-faceted ways Blackglama—as a product—can be appropriated.” says DeCaro.
The ads will run this October in national print outlets including Vogue, Vanity Fair, Harper’s Bazaar, W, Town & Country and Robb Report, as well as in international print and online outlets: Vogue, Harper’s Bazaar and Shangliu Tatler in China, and Vogue, W, Elle, Noblesse and Avenue L in South Korea. The ads will also run in Russia. The featured coats are sold at the Birger Christensen shops at Saks Fifth Avenue.
Laspata DeCaro is a New York creative marketing agency specializing in the luxury sector of fashion, beauty, and lifestyle founded in 1989 by co-creative directors Rocco Laspata and Charles DeCaro. Laspata DeCaro has partnered with its discerning global clients to develop and position their brands through strategic planning and innovative, provocative communications delivering insightful ideas and groundbreaking work.