By Piya Sinha-Roy
February 23, 2014
When Jennifer Lawrence tripped on her way to accept her best actress Oscar last year, her blush pink princess-like Dior Haute Couture gown was captured in all its glory as the unscripted moment made ripples around the world.
That bonus air-time for a single dress at one of the world’s premier global events is priceless for the likes of Dior, one of the strongest fashion houses in the cutthroat marketplace that the Oscars red carpet is today.
Success on the red carpet can buy cachet that no advertising can – both for designers and stars – and profits for luxury brands for years to come. With stakes that high, the more established houses are raising their game and leaving little room for newcomers to make a splash, like they might have a decade ago.
Click the link to read the entire article which includes quotes from Milton Pedraza, CEO of Luxury Institute: http://www.reuters.com/article/2014/02/23/oscars-fashion-idUSL2N0LQ0IY20140223