The 97th Academy Awards, or the Oscars, have arrived, promising another night of glitz and glamour as the best films of 2024 are celebrated. As one of the most eagerly awaited events in the entertainment industry, the red carpet always attracts attention, with actresses vying for the title of best-dressed. But what goes into their choice of attire? Are these show-stopping gowns truly the result of personal style, or is there more behind the scenes?
In reality, very little of an actress’s red carpet look is left to chance. Many stars are already signed as brand ambassadors, and their outfits are often dictated by contractual obligations with those brands. In exchange for a set fee, which might include advertising deals or additional events, these actresses must wear dresses from certain designers. Sometimes, the choice of gown is entirely selected by the brand, while other times, the actress is given a few options to pick from.

The financial arrangement surrounding these appearances is significant. The value of these agreements can range widely depending on the actress’s fame and the brand’s profile. For some, the payment for such an event could be substantial, even as high as the terms outlined in their advertising contracts. For the most high-profile actresses, they may have the privilege of wearing custom-designed gowns created exclusively for them for the event, something that’s often reserved for the most elite celebrities.
For actresses without brand partnerships, the Oscars and other major events present an opportunity to earn extra income. They can negotiate hefty fees to wear a particular designer’s creation, with amounts reaching anywhere from £40,000 to £200,000, or even more in rare cases by offering themselves to the highest bidder, sometimes making compromises on personal style preferences.
Designers, of course, have their own set of criteria when selecting the perfect “model” for their pieces. Factors such as body measurements, height, hair colour, and public image all play a role in the selection process. In this sense, actresses are not just showcasing fashion, they’re also fulfilling their role as living billboards, representing a brand’s image on one of the most prestigious nights in entertainment.

And let’s not forget the jewellery. Many actresses will also be wearing dazzling pieces from luxury jewellery brands, often with their own separate deals. These collaborations can significantly increase the overall value of the red carpet appearance. For those who aren’t working with brands or designers, they may be fortunate enough to borrow a dress for the event, or, if they’re lucky, receive multiple offers to choose from.

The Oscars red carpet is more than just a fashion showcase, it’s a carefully orchestrated business move, where actresses balance their personal style with brand partnerships, lucrative deals, and the opportunity to shine in front of the world’s eyes.