Noted photographer, author and digital image pioneer Brad Elterman (bradelterman.com) will enter the world of apparel this fall by creating and designing his own line of custom T-shirts under the brand name “Paparazzi Chic.”

The first examples will be unveiled at the upcoming MAGIC Marketplace fashion trade show in Las Vegas, taking place from Aug. 29 through Sept. 1. “Paparazzi Chic” is a division of Streets Ahead, Inc., a twenty-four-year-old clothing company based in Vernon, California.

Sherman Oaks, California-born Elterman has chronicled and documented celebrity culture, fashion and music and film figures since 1974. His new collection of 100 per cent cotton “Paparazzi Chic” high end T-shirts will integrate his own powerful text captions into the individual slogans, commenting on today’s insane paparazzi celebrity world. “I wanted to do something creative and I’ve always been interested in the apparel business,” Elterman mentions. “I toyed with going back to the photo business, but it’s been diluted by so many unprofessional people.”

David Sack, a decades-long close friend of Elterman and owner of Streets Ahead, Inc., will join him to produce and market the new “Paparazzi Chic” line. “We always wanted to work together on a T-shirt company,” Sack explains, “combining our design, P.R. and marketing talents.”

“The paparazzi name is a very sexy thing now,” says Elterman. “It’s an eye-catcher. I was partially associated with paparazzi, but it was rare, because I was involved during a period when we were all invited to take photos of celebrities and stars, usually in cooperation with their own PR people and nearly always at staged and invited public events.”

Brad Elterman also has some insightful views of today’s red carpet culture and the frenzy and hysteria that has developed and engulfed today’s media; views specific to stars on parade, what’s fair and honest reporting, and proper procedure. “The red carpet has become the event. There never used to be a lot of ‘glam squads’ and stylists. The events and premieres are now very staged and controlled. The stylists are the real stars, since they pick and coordinate the clothing and work together with the talent to best display and present their body image that is shaped and reflected in the fashion creations they pose in.


BY David Carr - The KubRo Group

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