The 84th Annual Academy Awards will be viewed by millions of people all over the world this Sunday. Awards will be given, speeches will be made and the champagne will flow. However, winning the little gold man statue is not the only coveted trophy of the night – not by a long shot.
Designers and jewelry houses long ago realized that putting their designs on the right celebrity is worth an enormous amount of publicity for their brand. The industry is so adept at this that many A- and B-list celebrities have endorsement teams which negotiate such deals from designers looking to dress their client. This is Cold. Hard. Cash. for just one night. Keep your eyes open for celebrities pulling out slips of paper from their clutches to recite who they are wearing when asked on the carpet. Ka-ching!
Everyone has something to gain or lose. Being on the best dressed list can be as important as winning the award, because it can propel actresses into new deals, endorsements and roles. Stylists’ careers can also be made with a home run on the Oscar red carpet, and they too, are wooed by fashion houses, with various “thank you offers,” with anything from luxury vacations to plastic surgery.
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