The 97th Academy Awards have arrived, bringing another night of cinematic excellence, dazzling fashion, and high-stakes glamour. While the Oscars celebrate the best films of 2024, the red carpet is a spectacle in itself. Fans eagerly watch as Hollywood’s biggest stars showcase breathtaking gowns and sparkling jewellery. But how much of what we see is truly personal style, and how much is carefully orchestrated business?

In reality, very little is left to chance when it comes to an actress’s red carpet look. Behind every dress, every dazzling accessory, and every confident pose lies a strategic mix of brand partnerships, financial deals, and industry expectations.

Fashion Meets Business: The Role of Brand Deals

Many actresses already have exclusive contracts with luxury fashion houses. These brand ambassador roles often dictate what they wear on major red carpets. In some cases, a designer selects the gown entirely, while in others, actresses are offered a handful of options to choose from.

These deals don’t come without perks. In exchange for wearing a specific brand, actresses may receive substantial payments, advertising deals, or access to custom-made gowns. The most sought-after stars are often given one-of-a-kind couture designs, created exclusively for them.

For those without pre-existing brand contracts, the Oscars present a lucrative opportunity. Designers compete to dress top celebrities, offering hefty fees ranging from £40,000 to £200,000—sometimes even more. In this highly competitive environment, some actresses set aside personal style preferences to secure the highest bidder.

Why Designers Carefully Choose Their Stars

Fashion houses don’t just pick celebrities at random. Every red carpet appearance is a marketing opportunity, and designers carefully select who will represent their brand.

Factors such as body measurements, height, hair color, and overall public image play a role in these choices. Essentially, actresses become walking billboards, showcasing a designer’s work to millions of viewers worldwide.

Beyond clothing, luxury jewellery brands also strike separate deals. Many stars wear priceless diamond necklaces, earrings, and bracelets, further increasing the value of their red carpet presence.

For those who aren’t tied to brand contracts, borrowing a designer gown is always an option. In some cases, actresses receive multiple offers and get to choose which designer to represent.

More Than Just a Fashion Statement

The Oscars red carpet isn’t just about glitz and glamour—it’s a well-planned business strategy. Every outfit choice reflects a mix of celebrity influence, financial agreements, and high-fashion marketing.

Whether through brand contracts, designer negotiations, or carefully curated image building, actresses walk the Oscars red carpet not just as stars but as key players in the billion-dollar fashion industry.

What do you think—should red carpet fashion be all about personal expression, or is the business side an essential part of the glamour? Let us know your thoughts!