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Retail giant Sears announced that icon LL Cool J will kick off their Fall 2008 advertising campaign with a series of photo-ops with famed photographer Mark Seliger.

The photos will feature black and white images of LL with his family, and serve as a launch pad for the LL Cool J Collection.

The brand will debut in 450 Sears stores nationwide on September 7. The collection offers men’s, junior’s, and children’s apparel.

The launch will coincide with the release of LL’s thirteenth studio and final Def Jam album Exit 13 (September 9).

The album will be available for purchase at select Sears stores and Sears.com.

In a concerted effort to make the clothing affordable to consumers in today’s market, prices for the collection start at $24 for t-shirts, $50 for denim and $60 for outerwear.

While excited about his new brand, LL puts emphasis on the work of photographer Mark Seliger as a focal point to the success of the campaign.

“Mark Seliger and I have been collaborating on various projects for years,” LL explained. “He photographed me for his first Rolling Stone cover. 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 campaign is scheduled to appear in the October 2008 issues of Spin, Vibe, Seventeen, CosmoGIRL!, and Cosmopolitan.

Exit 13 is scheduled for release on September 9 and features contributions from 50 Cent, Wyclef Jean, Lil Mo, Fat Joe, Sheek Louch, Funkmaster Flex, Grandmaster Caz, The Dream, Ryan Leslie, and Richie Sambora of Bon Jovi.