BLACKGLAMA CHOOSES JANET JACKSON

 

BLACKGLAMA CHOOSES JANET JACKSON
FOR “WHAT BECOMES A LEGEND MOST?” CAMPAIGN

New York, NY, July 15, 2010 – Blackglama is pleased to announce that Janet Jackson will be featured in the brand’s iconic “What Becomes a Legend Most?” advertising campaign. 

Janet Jackson has created an iconic place in the history of entertainment. Her albums, including Control, janet, All For You and Number Ones, have sold over 100 million copies worldwide 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.  Her breakthrough album, Control, was nominated for the Grammy™ Award for Album of the Year in 1987 and has been listed as one of the 200 Definitive Albums of All Time by the Rock & Roll Hall of Fame.  Janet is also an accomplished actress, with starring roles in television and film including Poetic Justice, Nutty Professor, Why Did I Get Married? and Why Did I Get Married Too?.  She is an Oscar™ nominated song writer for “Again,” the theme from Poetic Justice, and her theme song “Nothing” from Why Did I Get Married Too? went to number one on iTunes.  Jackson is currently filming her starring role in For Colored Girls.   

Now Janet Jackson joins a roster of some of the world’s most legendary entertainers who have starred in the popular Blackglama “What Becomes a Legend Most?” campaign. Since the campaign’s inception four decades ago, Blackglama legends have included Sophia Loren, Diana Ross, Audrey Hepburn, Lauren Bacall, Marlene Dietrich, Elizabeth Taylor, Lena Horne and Liza Minnelli.

“For decades, Blackglama has represented the finest, most exclusive mink in the world,” says Joe Morelli, CEO of Blackglama.  “Throughout its illustrious history, Blackglama has remained a dynamic and powerful player in the fashion industry.  Much like Blackglama, Janet Jackson has occupied a similar position in her respective industry.  Janet is an icon in the world of music and entertainment, a true legend.  She represents everything that this storied campaign embodies.  Janet is to entertainment what Blackglama is to luxury.”

The global “What Becomes a Legend Most?” campaign featuring Janet Jackson, under the creative direction of Blackglama’s advertising agency Laspata DeCaro, was photographed by Rocco Laspata.  Beginning in September, the ads will run in national print outlets including Vanity Fair, Vogue, W, T: The New York Times Style Magazine, Harper’s Bazaar and Women’s Wear Daily; international print including Vanity Fair, Vogue, Elle, In Style and Harper’s Bazaar in Italy, France, Japan, Russia, China and Korea; outdoor including a billboard in Times Square in New York City; and online including Style.com and WWD.com.

“Janet defines the very essence of what the word ‘legend’ implies,” says Charles DeCaro, co-creative director of Laspata DeCaro. “When we decided to return Blackglama to its celebrity associated branding roots, she was the perfect fit in the evolution of the iconic campaign.  Janet’s distinction as a legend is particularly poignant in that she is a relevant tour de force with a universal, multi-dimensional appeal.”

On shooting Janet Jackson for the campaign, Rocca Laspata, photographer and co-creative director of Laspata DeCaro, says, “The chemistry between who is before and behind the lens is crucial in any successful sitting.  Janet completely gets that dynamic and delivers 100% in establishing a one-on-one connection.  She is extremely focused on set and I fell completely in love with her.”

“Selecting an image for the Blackglama campaign is unique in that you’re not only looking for a compelling visual but a certain nuance that captures the ‘legend,’” says DeCaro.  “When the image we ultimately selected appeared on the computer screen, there was a collective, ‘We have it.’ It visually communicates Janet’s legend – her approachability, her sparkle, her smile, her magic.”

A behind-the-scenes video that documents the making of the ad campaign in which Janet Jackson provides inspirational commentary will live on the Blackglama and official Janet Jackson websites.

About Blackglama
Blackglama is built upon the coalescence of intrinsic beauty, impeccable style and sophisticated design. 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, which adhere to strict governmental and agricultural guidelines and regulations that govern mink production, ensuring that the highest standard of humane care is utilized. 
 
About Laspata DeCaro
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.