The opportunity for synergy between Sears and LL Cool J has been phenomenal

The LL Cool J Collection of clothing for Sears debuts in 450 stores nationwide on Sunday, September 7, 2008 , and the collection coincides with the release of his latestalbum, "Exit 13," also available at select Sears stores and atSears.com on September 9 .
" Mark Seliger and I have been collaborating on various projects for years. Hephotographed me for his first Rolling Stone cover," says LL Cool J."Now, years later, we have reunited with him shooting my first campaign for Sears. Mark's photography is able to convey the heritage of the LL Cool J brand and expertly captures the collection."
The Fall 2008 advertising campaign spotlights LL Cool J, his wife, Simone Smith , and their four children (son Najee; daughters Talia, Samaria, and Nina) photographed with a group of models gathered around a DJ turntable -- a nod to Smith's 25-year influential music career. The models and Smith family wear embroidered denim, supple cotton hooded sweatshirts and fleur-de-lis bejeweled t-shirts from the Fall 2008 collection. A full body portrait of Todd Smith in an iconic pose will also appear in the LL Cool J section of Sears stores.
"The opportunity for synergy between Sears and LL Cool J has been phenomenal," said Craig Israel , SVP Sears Holdings Corporation, President Apparel. "It stems inlarge part from the authenticity of the campaign. Sears was afixture in his life from the time he was a child. He is committed to bringing that same relevance to families today. The fact that LL Cool J appeared on Mark Seliger's first Rolling Stone cover -- and that Mark is the master mindbehind this season's visuals -- adds another dimension of genuineness. These are real beginnings in an icon's career that hasspanned more than two decades: they underscore the as pirational nature of the brand while maintaining LL Cool J's approachability to our customers."