Streisand Blackglama Mink Ad
1968
Blackglama mink is a naturally dark fur which is not dyed black.
In 1968, the Great Lakes Mink Growers wanted to promote the dark mink, so they hired New York advertising executive Jane Trahey.
Peter Rogers, who also worked on the advertising campaign, said “the luster of the fur doesn’t show up in a photograph, so Jane thought up a gimmick.”
Trahey suggested photographing famous people in black and white wearing a Blackglama coat with the tagline: “What Becomes A Legend Most?”
Famed photographer Richard Avedon shot the legends wearing the coat. Working with super-agent David Begelman at the William Morris agency, Trahey managed to get Judy Garland, Bette Davis, Lauren Bacall and Barbra Streisand to pose for the first ads. Trahey, it's said, offered the stars a Richard Avedon photo plus a coat of their choice by the furrier of their choice for appearing in the ad.
The ads were simple and brilliant: Streisand's name was not used and the coat was not featured prominently. “It wasn't necessary,” Trahey explained. “You didn't have to [use the stars names] . . . Here were marvelously recognizable faces looking out at you,” she said.
Advertising executive Peter Rogers wrote about the photo shoot:
The day of the shoot, I arrived at Streisand's Manhattan apartment and was ushered into her library/music room. I was informed Miss Streisand would be down shortly. In our previous conversations, Streisand had been very concerned about her wardrobe for the session. “No wardrobe,” I'd told her. “You and Blackglama, that's all we want.”
Eventually a woman appeared at the top of the stairs looking very much like a tall Orphan Annie. “I've just spent the last hour waiting in the wrong apartment,” I thought to myself. But no—the voice was unmistakable.
I was somewhat surprised at how unassuming she appeared. I guess I expected anyone who'd achieved such fame in so short a time to be completely impossible. But Streisand was a pleasure. Though I was kept waiting (not to mention Avedon, a legend in his own right), it was well worthwhile. The shot was a winner...
End.
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