The Oscars: a constellation of luxury fashion brands
The Oscars are the perfect runway for fashion and jewelry luxury brands. Being part of that show carries tremendous marketing value for brands because, after all, at this runway, models are the world’s most iconic celebrities, who are adored by the entire world.
“It is a validation of their own A-list status, and we can see that in the competitiveness they showcase trying to become part of the awards red carpet” said Yuli Ziv, founder/CEO of Style Coalition, New York, to LuxuryDaily.
When Lupita Nyong’o tripped on her way to accept her best supporting actress Oscar last sunday in her flowing Prada dress and Fred Leighton jewelry, these high fashion items were captured in all their glory and promoted to the entire world. Such bonus is priceless for the likes of Prada, who find in such ocasions the perfect opportunity to reach an audience that expands beyond the fashion set.
According to a report by Kantar Media released this week, the average cost of a 30-second advertising spot during the 2013 Oscars was $1.65 million. By dressing celebrities, these luxury fashion brands benefit of the best (free) publicity there is. The show was watched by 40.3 million viewers in the United States and several hundred million more across the world.
The Oscars are so important for luxury brands that many newcomer designers, which are nowadays inquestionable fashion icons, have had theirs big break at the Oscars in the past. Olivier Theyskens, worn by Madonna in 1998, and Elie Saab, donned by Halle Berry when she won best actress in 2002.
Marchesa, for example, was launched in 2004 when actress Renee Zellweger wore a red and gold Marchesa dress to the premiere of “Bridget Jones: The Edge of Reason.”The next day, the dress was on the cover of every single newspaper and there was Marchesa written as well. And it really hit home that this is what a red carpet can do for a brand,” said Georgina Chapman, co-founder of Marchesa,
Today, “the big names in fashion don’t leave much room for new talent anymore”, says Hollywood fashion publicist Marilyn Heston, the founder of publicity firm MHA Media whose success stories include introducing Jimmy Choo shoes and Lebanese designer Saab to Hollywood, to Reuters.
The Oscars red carpet is dominated by established luxury brands who have created capsule couture lines, such as Chanel Haute Couture, Atelier Versace, Armani Prive and Gucci Premiere, which are the highest of the high end.
The Oscars are what matters. Whether dressing a rising star or a hollywood icon, any luxury brand who wants to be on top of the world knows it must be there!
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