NEW YORK — For its 20th anniversary, Badgley Mischka has rolled out the red carpet with a celebrity-focused ad campaign shot by Annie Leibovitz.

This story first appeared in the March 3, 2009 issue of WWD. Subscribe Today.

Anjelica Huston, Lauren Hutton, Eva Longoria Parker, Brooke Shields, Carrie Underwood and designers Mark Badgley and James Mischka posed at Paramount Studios in Los Angeles with the tag line, “Two Decades of Glamour.” The Iconix Brand Group-owned label aims to open stores in Beverly Hills and New York later this year.

The Hollywood-heavy campaign, which breaks in April magazines and will be featured on a billboard outside the pair’s Seventh Avenue showroom, is a stark contrast to the designers’ early days of working in a Hell’s Kitchen space. “The first season the buyers would be coming over from Seventh Avenue in miniskirts and high heels, and the second season they would come in trenchcoats and a car service,” said Mischka, referring to the then-questionable neighborhood.

The new campaign shows no trace of those lean times. Badgley said, “Obviously it shows we believe in glamour more than ever. It’s what we do and what we love to do.”

Mischka added, “It’s about the fact that Badgley Mischka isn’t about an age. It’s about tradition and modernity at the same time.”

Prepping for hours with a crew worthy of “Gone With the Wind,” Leibovitz was ready to shoot once all seven were accounted for. “Signs read Mark’s left foot, James’ right elbow, Anjelica’s right toe — it was like Twister,” said Badgley. “You just put yourself in there and it’s boom, boom, boom. It’s fast because she does all the work ahead of time.”