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After each celebrity was shot at Industria, Nars handed them a Leica camera and asked them to shoot pictures of their own, using the product used in their Nars portrait as an inspiration. These shots, like the book and the celebrity portraits, will be available for sale for 30 days at 15x15project.com.
Just 1,500 copies of the $80 book will be produced; each will be hand-numbered. Any copies that do not sell on 15x15project.com will be sold via narscosmetics.com.
Every penny raised by the book, Desazars emphasized, will be donated to charity. Each celebrity chose a pet charity, and all proceeds from the sales of that person’s photos and images will be donated to his or her charity. At least $150,000 is expected to be raised. “We all have to give — there is a lot of need out in the world,” said Nars.
Social media, including Facebook and Twitter, will be used to promote the book, as will the 15x15 Web site, which will go live Nov. 12 at 8 p.m. during a cocktail party Jacobs and Guinness are holding in Manhattan to celebrate the project.
Nars has a number of other projects in the pipeline, including a freestanding store in New York City in 2010, another makeup book and a Tahiti-inspired book slated for a 2011 release. As well, a 15th anniversary party will be held Dec. 10 at Barneys, where the brand launched in 1994.