Blackglama is pleased to introduce it’s latest advertising campaign, which represents a new chapter in the brand’s historic and signature marketing.
Since the campaign’s inception almost five 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, Blackglama shifted away from entertainers toward models to highlight the brand’s fashion aesthetic.
In this year’s campaign, sultry model Daphne Groeneveld is captured on the cobblestone streets of lower Manhattan in an array of designs that capture the reality of how women wear fur today. “We wanted to take a step back from the intangible glamour that is often associated with fur and create looks that feel more approachable to the modern woman” says Dale Theisen, CEO of American Legend Cooperative, which owns the Blackglama brand.
The campaign, conceived by New York-based advertising and branding agency Laspata DeCaro, has a younger, more spirited vibe than in previous years, with Groeneveld posing against a motorcycle and out for a casual coffee run.
“We wanted to shake things up this season,” says Charles Decaro, Creative Director at Laspata Decaro, “We went with a more dressed-down, editorialized visual narrative that depicts the iconic Blackglama brand in a way that feels young and fresh.”
The ads will run in the US and internationally in various digital and print outlets beginning this September.