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JUDY GARLAND / BLACKGLAMA POSTER (1968)
Blackglama (American Legend Cooperative) 1968 - Vintage original 28 ½ x 22 ¼" (71 x 56 cm.) poster, USA. Judy Garland. With the slogan "What becomes a legend most?" a new ad campaign was born. Only the great legends, or potential legends, of the entertainment world were asked to pose for the famous line of fur coats. Judy Garland was one of the very first stars to be asked to pose for the campaign. Nearly 30 years after the release of THE WIZARD OF OZ, Garland was in her own time considered a legend, and at a time when the term meant just that. Though her film career was over at this point, she remained a great concert performer and was busy touring at this time. The stories of her day of being photographed for this session are rather legendary, too, including that she stepped on glass and could not walk nor wear shoes during the sitting, to the verified story about her and the coat. Each star was allowed to keep the coat which had been specially designed and fitted for them. Garland's coat had just been finished and not lined. Judy, at this point in her life, had trouble trusting people and when an assistant told her they would take the coat to have it lined for her, she would not let it go but instead wrote her name in it and took it with her. For the next year or more she wore the coat everywhere. Many years after she died, her last husband sold the coat at Bonham's, and there is was still: her name written inside without having been lined. One of Andy Warhol's most famous paintings is based on this ad. The Blackglama ad campaign is one of the most ingenious in the history of American advertising. Some of the other legends include Marlene Dietrich, Bette Davis, Joan Crawford, Lana Turner, Cher, Maria Callas, Rudolph Nureyev, Ray Charles and more recently, Janet Jackson. Though the magazine ads are plentiful, the original posters are not. Slight rippling, nearly flawless. ABOUT FINE.
      [Bookseller: Walter Reuben, Inc.]
Last Found On: 2014-08-08           Check availability:      AbeBooks    

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