Blackglama is pleased to introduce it’s latest advertising campaign, which represents a new chapter in the brand’s historic and signature marketing.
Monday, December 8th, BLACKGLAMA hosted Vogue's top digital tastemakers at the VBN Holiday Mixer in New York City. #blackglama #VBN #bouleybotanical
New York, N.Y., August 21, 2014 – Blackglama is pleased to unveil its newest advertising campaign, as the brand continues to evolve into fashion from celebrities.
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 campaign, Blackglama has shifted away from entertainers toward models to highlight Blackglama’s fashion aesthetic.
The new campaign features supermodel Hilary Rhoda. “Hilary exudes a sensibility that feels at once glamorous and avant-garde,” says Joe Morelli, CEO of Blackglama.
Hilary embodies luxury and desirability in the Fall 2014 campaign which was conceived by New York-based advertising and branding agency Laspata DeCaro. Photographer Rocco Laspata captures her in an environment inspired by the film “The Fountainhead” interpreted with vibrant jewel tones replete with cubist elements and upholstered walls in a kaleidoscope of dazzling color, created by set and production designer Viki Rutsch at Milk Studios. The Blackglama collection this season, with its modernist, 1960’s aesthetic, is dramatically juxtaposed within the visual tableau.
The ads will run in national print outlets, including November and December issues of Vanity Fair, Vogue, W and Town & Country, as well as international print and online outlets.
With newfound confidence, the question mark in Blackglama’s long-running tag line, “What Becomes a Legend Most?” has been dropped from the venerable brand’s latest advertising campaign, which features Carolyn Murphy posing in a series of surreal winter settings.
“It’s unquestionable that Blackglama is a legend,” said Charles DeCaro, co-creative director of Laspata DeCaro, which in 2001 took over the Blackglama account.
Memorable Blackglama campaigns from the brand’s 40-year history featured star power lent by Helen Hayes, Ethel Merman, Sophia Loren, Diana Ross, Audrey Hepburn, Elizabeth Taylor and Liza Minnelli.
Shifting away from entertainers, DeCaro wanted to use a model to underscore Blackglama’s fashion sensibility, which has been emerging over several seasons.
DeCaro shied away from celebrities because “they’ve become ubiquitous,” he said. “They’re everywhere. At its inception, Blackglama was one of the only brands with a celebrity association. We realized that the newest iteration of the ad campaign should reflect the way the brand is evolving. The whole fashion sensibility is what we wanted to capture.”
Photographer Rocco Laspata shot Murphy in tableaus created by set and production designer Mary Howard at Pier 59 Studios in New York. Snow Business, the Academy Award-winning company behind films such as “Pirates of the Caribbean,” executed the special winter effects. In one scene, Murphy rests against a mantle as a fire burns in the fireplace and snow covers the floor and gathers on walls and mirrors.
“We wanted to capture a cinematic nuance,” DeCaro said, describing the sets as “hauntingly beautiful. It’s almost as if this woman entered this ethereal world that’s been frozen in time.”
The ads will run in Vanity Fair, Vogue, W, Harper’s Bazaar and WWD, as well as international publications. There will be a Blackglama billboard in Times Square and ads will appear online on Style.com and WWD.com.
Last Thursday, Designer Brandon Sun debuted his Fall 2013 collection at Mercedes-Benz Fashion Week in NYC. The collection, sponsored by BLACKGLAMA, portrays an evolved narrative from the designer, which he described as ‘insouciant’ and ‘quiet’. Sun, known for effortlessly combining elegance and edge, found inspiration for his collection in Axel Vervoodt’s photography and the Japanese Gutai art movement. The show was presented in a dark showroom at Lincoln Center where models stood on an elevated stage, accompanied by bright spotlights and steady pulsating beats. Fashion editors and photographers packed into the show snapping photographs, taking notes, and taking turns interviewing Sun about his collection and his relationship with Blackglama.
The looks were crafted from a variety of materials, including Blackglama mink paired with crepe back satin and hand painted silk, sumptuous knitwear with subtle graphic patterns, and texturized leathers. Blackglama mink was a focal point of the presentation, with a leather and Blackglama mink peplum bodice positioned front and center. Other looks included an intarsia black and white mink overcoat, a wool gabardine overcoat with mink inserts on the sleeve, and a leather and flannel dress with a mink turtleneck.
This marked the third show for Sun at Mercedes-Benz Fashion week, all of which have been sponsored by Blackglama. Sun’s relationship with the brand began in 2010 when he began designing the garments featured in Janet Jackson’s “What Becomes A Legend Most?” campaigns. In the past Sun has worked for world-renowned designers J. Mendel and Oscar De La Renta.
In September of 2012 Blackglama opened it’s second retail location in Moscow’s Red Square, positioned inside the prestigious “GUM” department store. This historic department store, which was built from 1890-1893, contains only upscale shops and eateries. It is a must see for both Russian residents and international tourists alike. Garments available in the store are not only Blackglama but are also some of American Legend’s finest. Accessory items are also available, as will be any Blackglama brand extension products. It is a beautiful store and a wonderful source of information for magazines to use in articles and photo shoots.
Красная площадь д.3, ГУМ, 3 линия 2 этаж
Blackglama was invited as the official fur sponsor of Russia’s In Style magazine for their famous fashion bash, “The Show”, which was recently held at the famous Gorky Park in Moscow, Russia. The “it” event of Russian fashion drew an elite crowd of Moscow’s celebrities, designers, and media to gather to see and be seen. Blackglama was a featured sponsor sharing the stage with BMW, Georgio Armani, Tsum Department Store of Moscow, and several other international luxury brands. Six Blackglama garments graced the runway during the “Classic” segment of the fashion show.
It’s only fitting that a brand synonymous with timeless beauty would play host to Steven Klein’s new video installation entitled “Time Capsule”, which features photographs of model Amber Valetta progressively aging while maintaining her flawless beauty and elegance.
Presented by W Magazines Stefan Tonchi and sponsored by Blackglama, the unveiling of “Time Capsule” took place at the posh Park Avenue Armory in New York, during the esteemed New York Fashion Week.
As guests entered the Armory they found themselves enveloped by darkness, as thick black curtains parted to reveal flat screen televisions hanging from the ceiling, each showcasing a slightly older Valetta in stunning ensembles. A 3-D extension of Klein’s “One for the Ages”, “Time Capsule” showed Valetta as a woman aging across a century thanks to creative makeup and wardrobe selections.
“Time Capsule” is an exploration of the illusion of time, as Valletta’s character imagines herself in the future and creates the range of aging, challenging our ideas and concepts of time and dimension. In essence, she is aging in a realm that is timeless.
Said Klein of the video, “The more we developed the aging, the more it became interesting to me, so if that’s any indication about being older, it gets more interesting, more exciting.”
The installation, which was shot for the September issue of W Magazine, was well received by the crowd of notable attendees including former Blackglama Legend Naomi Campbell, Vera Wang, Yigal Azrouel, Rose McGowan and the always exciting Courtney Love.
An exclusive cut of “Time Capsule” is now available at wmagazine.com’s Film Center.
Janet Jackson is announced as first legend to be featured for the second consecutive year in Blackglama’s renowned “What Becomes A Legend Most?” campaign
New York, NY, August 24, 2011 – Blackglama is pleased to announce that Janet Jackson will be the first legend to be featured for the second year consecutively in the brand’s iconic “What Becomes a Legend Most?” advertising campaign.
“It became clear in our discussions of who the Legend should be this year, that continuing the momentum with Janet made complete sense,” says Joe Morelli, CEO of Blackglama. “She embodies glamour, luxury and sophistication, everything that Blackglama stands for.”
Unquestionably a legend in the world of entertainment, Janet Jackson’s albums, including Control, janet, All For You and Number Ones, have sold over 100 million copies worldwide and her most recent “JANET JACKSON Number Ones; Up Close And Personal” World Tour broke box office records making her one of the best-selling female artists of all time. She is the only recording artist to have Grammy™ nominations spanning the categories Dance, Pop, Rap, Rock and R&B. Janet is also an accomplished actress, with starring roles in television and film including Poetic Justice, Nutty Professor, Why Did I Get Married?, Why Did I Get Married Too? and For Colored Girls.
Last year’s campaign thrust Janet Jackson amongst some of the world’s most legendary entertainers who have starred in the popular Blackglama “What Becomes a Legend Most?” campaign. The initiative was revived by noted advertising agency Laspata DeCaro, and ads were photographed by Rocco Laspata.
“The primary difference is that the initial campaigns were focused on a singular image – a legend and a coat,” says Charles DeCaro. “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.”
The first ad debuts in the September issue of W Magazine.