BAFTA Best Actress
winner Cate Blanchett’s dress was adorned with huge shimmering flowers.
Jennifer
Lawrence in Dior at the SAG Awards
E
These days, the sheer number of glitterati events – Award ceremonies, film premiers, designer shows, fashion fetes, cinema celebrations – where stars aspiring to be noticed must appear in order to be photographed so their images are splashed across the Internet in real time has literally exploded. Welcome to the power of the RED CARPET. Across the globe from Los Angeles to London to Beijing, from Cannes to Berlin, it has become increasingly important that those aspiring to film stardom and also those Designer houses looking to grow their couture business simply must embrace the Red Carpet… and of course, it is the HOLLYWOOD red carpet that has become the most influential of all. From the Golden Globes to the Guild Awards and then the Oscars, good red carpet strategy simply has to play a big role in how to get maximum leverage for the brand.
very newspaper, magazine and news portal of the world will devote valuable inches to chronicling the OSCARS, using pictures of the stars in all their bejeweled glory strutting their stuff. For the stars themselves, this must
surely be an ordeal knowing just how much is at stake in the gowns they choose to wear, the jewellery they put on, their shoes and little evening bags. They must watch if they are looking too flashy, too way out or maybe too old fashioned. And then there are the colours they choose for the event. Is it always safe to wear red or black or white – these
classical colours never seem to go wrong. Or should they go for sequins, lace or embroidery in shimmering gold and metallic shades? Blacks look so elegant upfront yet photograph so badly. Whites can be excessively ethereal, while off-whites may be conveying an image that is just too beige! Red is not a colour that blondes carry too well and all the other colours can be too bright or too jazzy. More important, are the colours they choose harnessing the right elements of the year. Will the colours bring them good luck? Can they blend seamlessly with the energies of the season, yet look striking enough to catch the attention of some powerful Producer or Director? There are a thousand photographers’ cameras aimed at them. It can be a terrifying ordeal smiling into the
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glaring lights aimed like poison arrows at them. They may hate the whole experience and the dress they are wearing can be embarrassingly low cut and revealing; but it might well be their lucky talisman, a stylish moment that catapults a rising actress’s career forward, and for established stars, that moment might just project them to legendary status. The dress the stars wear on the red carpet is only a
costume. Yet invested in the dress worn by any star up for any kind of award are a thousand dreams. The same with the earrings, the necklaces, the bangles… and the hair! The creative and commercial parts of Hollywood are intrinsically connected, and it all comes together in the image created. Young stars who pay attention to how they look and
what they wear, who invest time in making sure they send out a clear message that they are embracing fashion as a priority in their PR efforts, are the most likely to get an endorsement of a major fashion house. This is what gets them onto the covers of major women’s magazines that would surely not be otherwise be interested before. Getting onto covers of magazines is how they get
noticed by casting directors, agents, managers and stylists. This is how they can land roles, close more lucrative deals and become successful; so incorporating good feng shui simply MUST be a part of their red carpet strategy.
MARCH 2014 | F ENGSHUIWORLD 13
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