It’s awards season and many Canadian eyes are on the red carpet.
Almost as important as which celebrities are there is what and whose creations they’re wearing.
For any designer, having a star wear one of their pieces is an instant brand booster.
As a result, many spend a lot of time selling themselves to this elite crowd.
Canadian jewelry designer Sonja Picard issued a news release after a well-known correspondent wore pieces from her line while interviewing A-list stars at last year’s Academy Awards. She even included a link to her website so that others could buy the exact same lotus shaped yellow gold and diamond earrings, diamond studded yellow gold bracelet and a 42-carat blue topaz ring.
Even if their name ends up in the “worst-dressed” section of magazines, somehow the red carpet is a stamp of approval for designers.
It’s because no matter how hideous, all eyes are on them – and in the fashion world that matters. If their name appears next to Sarah Jessica Parkers or Jennifer Aniston’s their creations almost instantly sell out and they can jack up prices until only the elite can afford them.
The danger with seeking all this hype is that designers could end up focusing more on publicity than their actual work.
After all, for a designer to have a piece appearing at an A-list Hollywood event is perceived as joining the ranks of Versace and Oscar de la Renta.
Last year at the Toronto International Film Festival, a mini-fashion showroom featuring Canadian designers was set up to allow rising starts a chance to choose something to wear on the red carpet.
At the Golden Globes, guests were invited to enter a gift suite where Canadian designers such as Ana Niculae gave away their creations in the hopes of having some star power rub off on their designs.
The sad truth is that star power does sell – whether it’s a celebrity bringing recognition to a hardworking designer or a last minute grab from the showroom that allows a designer to jack up their prices.
The result? Less focus on their work and an ever growing section of fashion faux pas in the tabloids.
Maybe North Americans should take a cue from Europe, where quality trumps screen time and the most famous designers can actually devote time to their work.
There’s a reason they say a Hermes bag is a lifetime investment; if properly cared for, it should last a lifetime.
But for designers perpetually chasing after the stars, all they can hope for is 15 minutes of fame.