What Becomes a Legend Most? Peter Rogers, Richard Avedon, Bill King, Erla Zwingle, photos, introduction.
What Becomes a Legend Most?
What Becomes a Legend Most?
What Becomes a Legend Most?
What Becomes a Legend Most?

What Becomes a Legend Most?. The Blackglama Story

New York: Simon and Schuster, 1979. 1st Edition. Quarto, publisher's black cloth over gray paper-covered boards, spine stamped in silver, original photo-illustrated dust jacket.

First edition of ad man Peter Rogers’s "Blackglama" portrait gallery. Tapped by the Great Lakes Mink Association (GLMA) in 1968, advertising impresario and copywriter Jane Trahey conceived of one of the most revolutionary and lucrative ad campaigns in history. Acknowledging that fur often does not photograph well, Trahey devised the tagline "Blackglama" and the then-novel concept of shooting "legends" in black mink. Associating the brand with universally recognized icons proved a major success and Blackgama was widely considered the finest mink in the world for decades. The campaign officially ran under the auspices of account manager Peter Rogers from '68 to '94, and featured "the most illustrious list of names ever brought together for commercial purposes," including Lauren Bacall, Carol Channing, Judy Garland, Diana Vreeland, Joan Crawford, Barbra Streisand, Bea Arthur, Liza Minnelli, Marlene Dietrich, and others, all shot in sumptuous black-and-white by fashion photographers (and legends in their own right) Richard Avedon and Bill King. First printing, with complete number row to copyright page. Unclipped dust jacket chipped at head of spine, with a few nicks to edges. Very good. Item #4599

$95.00