Designers woo Hollywood beauties to endorse brands
09 Jul '07
2 min read
Just 100 years ago, actress Sarah Bernhardt stepped on the stage of her Sarah Bernhardt Theater in a tightly fitting white uniform designed by Paul Poiret. The fashion industry's marriage with celebrities has a come a long way since that first instance of a movie star endorsing a designer's work.
Today this alliance, holy or otherwise, has turned into a bustling industry. Be it an award ceremony or a movie premier, which designer's outfit a celebrity is endorsing is stuff that invites hectic media attention.
It's no wonder then that famous Paris designers are looking to Hollywood stars to endorse their collections. Giorgio Armani is one such designer whose creations have been worn by film stars, both in movies and at award functions. Recently, actress Cate Blanchett has become the unofficial ambassador for his brand and has also been spotted at his fashion shows.
When asked to comment on this, Armani, who will turn 73 this month, told reporters, "The world has changed, including for rich people. I want these clothes to sell."
Even Jean Paul Gaultier has garnered support of French actress Catherine Deneuve and Spanish director Pedro Almodovar to endorse his couture.
Hence, what began as a friendly gesture done by celebrities to designers has turned into a big business, with some stars allegedly receiving huge sums to don a designer's creation at major events.
Owner of Los Angeles vintage boutique Decades, Cameron Silver, said, "Some of the celebrity dressing and branding is like fashion payola, like we have in the music industry. You can tell the difference when an actress is in a dress that she loves or a dress that's paying the mortgage."
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