If Louis XIV has taught us anything, it is that lavish amounts of luscious silks, big dresses and red-soled shoes equal wealth and power. This is as true today as it was in the 17th-century French court: all three will be much in evidence on the red carpet at the forthcoming Oscars – and they will indeed represent wealth and power. But power structures have changed somewhat in the past 400 years: what they will not represent are the wardrobes of the actors wearing them.
Many actresses have lucrative advertising deals with the big couture houses. The word “advertising” is rarely mentioned, rather they are “the face of” a brand or sub-brand – such as Dior handbags. This wasn’t always the way – all credit must go to the first recipient of the award in 1928. Tiny Janet Gaynor wore a modest knee-length knitted dress that was reputedly bought in a childrenswear shop. Winning the Oscar made her the hottest property in Hollywood and sometime later she married Adrian, one of the most successful Hollywood costume designers of all time.
This year the smart money is on Alicia Vikander, nominated in the Best Supporting Actress category for The Danish Girl, wearing Vuitton, as she did at the Golden Globes. Vikander is the latest face of Vuitton and one of the few that can wear Nicolas Geshquière’s uncompromising clothes with conviction.
Friends Read Free