Oscar's Pay Dress Rule

　　 Oscar Many awards for the awards show, including silent films won the best picture awards, and Addie Murphy (Eddie Murphy) abruptly resigned and Billy Christo (Billy Crystal) became the host again. But the most striking thing is the various colors and makeup. This year, the major fashion brands have been riveted. In addition to paying attention to many of the big names, they are competing for the idea of Jessica Chastain, Michel Williams (Michelle Williams), Jessica Mara (Rooney Mara), Ama Stone (Emma Stone), and Renee Renee Bejo (B r nice nice). But what brands of clothes do these new stars wear, what brand of jewelry and accessories they wear, or how much amount of endorsement they can get, some of them even after giving awards, it is still a mystery.

The tradition of dressing for dressing has been a long tradition. Some female stars signed four contracts to wear designer costumes for the ultimate enjoyment and sky high reward, "a person familiar with the Hollywood said. "Everyone has a share: agents and designers can get a slice of it."

"But celebrities will not talk about endorsement," Simon Astel Simon said. He used to be a celebrity Ambassador as a brand ambassador. He was especially famous for matching actress Charlize Theron (Charlize Theron) with Bvlgari (Bulgari) and Helen Taylor (Lady Helen Taylor) between Armani and Armani. "They don't want to make money known."

Indeed, when it comes to the relevant practices in the industry, 12 of the 18 public relations managers and fashion power agents I interviewed were asked to speak without recordings. They were worried about the negative reactions from the Brand Company and (no doubt) celebrities themselves.

However, the message of endorsement products can still be seen in the media. Last year, Us Weekly "US Weekly" reported that Tiffany Tiffany (Co & amp; Co) paid 750 thousand dollars to Oscar's host at the ceremony. The same beauty also fell on Gwyneth Tero (Gwyneth Paltrow), and Louis Vuitton paid her $500 thousand on the condition that she wore her own brand ornaments when she sang "Coming Home" on the night of the awards evening. All the stars attending the various kinds of parties flatly denied the authenticity of the report, but it still appeared on the website of American weekly.

In 2010, the fashion blog website Fashionista.com published many celebrities' price lists (usually dressed in designer clothes), which were collected by the industry's anonymous places. The amount of compensation varies from Rihanna's (Rihanna) 100 thousand dollars, Beyonce's (Beyonc)'s 80 thousand dollars to Julianne's (Julianne Moore)'s 60 thousand dollars. The price list is still hanging on the Internet. No one seems to have questioned this.

However, the biggest event of getting paid for wearing accessories was in 2008. A petition by Raymond Weil, a watch maker, brought Charlize Theron and her film production company Denver Delilah Films to court. The reason is that when Theron attended the South By Southwest Festival in Texas, he wore a Dior Dior (Christian Dior) watch. At that time, her contract with lammont was still in effect. For this reason, lammonway asked Theron to repay the $3 million endorsement fee and other losses.

The lawsuit was finally settled, but the details were not disclosed, and the details of Theron's extra income were revealed in the verdict issued by the court. For example, the details are revealed: when Theron attended the British Film Academy Awards Bafta in London in 2006, he received a reward of 50 thousand dollars for wearing more than two jewellery of Chopin (Chopard). At the Oscar Prize Presentation evening, he also received 200 thousand dollars reward for wearing the company's jewelry. In the autumn of 2006, MontBlanc (Montblanc) agreed to pay $250 thousand to a charity, provided that Theron served as a model in his silver necklace advertising video. In the same year, Theron wore the jewellery of Cartire (Cartier) to attend the Golden Globes (Golden Globes). Although she did not know anything about it, the court decision said that Cartire's work permit said that he had received a $35 thousand Cartire ring, a bracelet worth $7500, and a pair of Earrings worth $8000.

"As we all know, the advertising cost of the Super Bowl is $1 million per minute, because it's definitely worth it," Astaire said. "The same is true of all awards parties."

Watt Nick Watnick, boss of Lily et Cie, a retro style boutique in Losangeles, agrees with this statement. "Paris is the capital of fashion," he said. Hollywood It's the real capital. There are celebrations of celebrities throughout the year. Celebrity wear and accessories will naturally come in after endorsement.

In order to find out the details, last year's Oscar awards show, the media applied for 5000 news interview cards. But it is difficult to measure the value of showing up at the awards ceremony. "The overall value is hard to gauge, whether it's a feeling or a practical level," said Pamela Sedman (Pamela Seidman), a former deputy general manager of brand marketing for fashion retailers such as Express, Valentino (Valentino) and Versace (Versace). "No matter what the standard of measurement is, no one knows it will work," she said. In addition, the image of celebrity endorsement is lasting and meaningful. A few years ago, top clothing would be sold out, and the brand name also had an umbrella like effect (umbrella effect). But the actual impact is much more than that. When a young girl sees a female star wearing Chanel (micro-blog) skirt, she will soon become the Star Hunter of the brand. Then she will buy Chanel perfume, wallet and cosmetics.

For Chopin, which has sponsored many awards ceremonies, the appearance of these celebrations, especially the Cannes Film Festival, is also a matter of selling. "Showing a face has a direct impact," said Raffaella Rossiello, President of Chopard international communications, Chopin. She also cited Uma Seman (Uma Thurman)'s attendance at the Cannes Film Festival last year. "She wore a beautiful emerald earring to attend the film festival. This earring was seen by a Chopin brand VIP customer and sold off that day. " Chopin refused to respond to Mundy's claim for wearing the earring.

Hollywood designer Philip Bloch (Phillip Bloch) includes many famous stars like Sandra Bullock (Sandra Bullock) and Jada Ping Kete Smith (Jada Pinkett Smith). He said, "now this is a complete business." According to James Grant, co-founder of Starworks, a marketing consultancy, the reason for the increasing popularity of endorsement is partly the result of changes in the business model of entertainment industry, James James. "The source of income of Hollywood has changed," he said. "Nowadays, fewer and fewer films are produced, but there are lots of investment in action movies and 3D films, but the quality of drama and romantic comedies is becoming less and less. TV plays have become a reality rather than an actor, so actors can only find ways to make money. There are fewer and fewer studios supporting film production, and the budget for awarding ceremonies to designers, costumes and artists is getting smaller and smaller. So actors turned to endorsement brands to get rewards.

Wearing jewellery to the occasion of the awards ceremony became a feast. An industry expert who matched several cooperative transactions said that the market price of the Hollywood star wearing the brand jewellery for Oscar's nomination was 500 thousand dollars.

At the same time, the one-year "image ambassador" contract, which includes the wearing of jewellery, attending the celebration, receiving media interviews and wearing brand logo ornaments, will be paid for several million dollars.

But sometimes, as many industry employees are eager to stress, cooperation between the two sides is not about money at all. "To cooperate with designers, actors are very proud and willing to speak for free, so the relationship between them is very harmonious," said Marilyn Heston of Losangeles fashion relations. She acted as a broker of Zach Posen (Zac Posen) and jewelry company such as Stephen Webster (Heston Webster) and MontBlanc this year. She added that compared with young designers, big brands have an advantage over women celebrities in endorsing their brand clothing. "These big brands are full of money and have prepared 5 or 6 sets of costumes for each star, many of which are specially customized. Ultimately, if only one actor can make up for a costume, there will be a successful example. Small design companies do not have such strong strength.

Industry observers believe that this situation will not change soon. Ilaria Alber-Glanstaetten, chief executive of luxury consulting firm Provenance, said: "as long as the popularity of celebrities is booming, I don't think consumers care about the endorsement of the brand to get rewards." Glantz Rattan said. On the contrary, there will be no more readers to read celebrity magazines. The relationship between the award ceremony and sales is still to be confirmed, but this question is related to exposure. I think every brand is worried about being absent from these big celebrations. So it turned out to be the fact that other brands have come out in the face and have their own capital. "