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The conventional wisdom surrounding the awards shows that these days their importance as a cultural force is perhaps on its final decline. Last year’s Oscars had its lowest ratings in 2021, only bettered by a mediocre version of the 2021 pandemic. Fashion brands still compete to dress the hottest celebrities, but for them the red carpet is just another marketing event among many.
Sunday’s show will probably provide an antidote to all that pessimism. Among the nominees are many big, popular films like Best Picture for All At Once and Top Gun: Maverick. There is real uncertainty over who will take home some of the acting awards. And there’s the slap factor. Although 40 to 60 million Americans tuned in and expected the viewership to return to the same level as the first time the winners’ speeches were broadcast live on Tik Tok, this all adds up to a drop in ratings.
What does this mean for the red carpet (this year it’s champagne, a departure from tradition since 1961)? The Oscars may be the first big test of how tailoring and beauty’s return to the runway resonates after fashion week. But we’re long past the days when there was a real consensus on celebrity dressing: As various stylists opined, predictions ranged from the return of old-school glamor to vintage to the pandemic era. Some wardrobe choices are more convincing: Many candidates are under contract with big brands, including Anna de Armas, who wore custom Louis Vuitton on her “Blonde” awards tour. The smart money is that Michelle Yeoh will be seen in Armani, while Cate Blanchett will have the biggest platform yet for her signature recycled couture.
What else to watch this week?
Sunday
95th Academy Awards
Monday
Rakuten Fashion Week begins in Tokyo
The US inflation data for the month of February has been announced
Todd reported the results
Wednesday
Seoul Fashion Week begins
Dubai Fashion Week ends
US February retail sales
Inditex, Brilliant Earth report results
Thursday
Signet Jewelers, Land’s End, reported results for designer brands
Friday
Eurozone February inflation data
He wants to hear from you next week! Send tips, suggestions, complaints and compliments. brian.baskin@businessoffashion.com.
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