Why is Oscar night fashion so enchanting? VCU News asked the experts at the Fashion Design and Merchandising department for their takes on what makes the red carpet America’s most iconic runway.
VCU News: Why are we so interested in Oscars fashion?
Donna Reamy, associate professor, fashion merchandising: The red carpet is to the Oscars what commercials are to the Super Bowl. Both are expected by the general public when watching these major events on TV. Both are very entertaining. Both connect the consumer to their emotions. Both attempt to sell a name or a product, or both. And both use product placement as a way of engaging the consumer to potentially buy or desire a product. In addition, some consumers will tune in to those events specifically to view the red carpet and Super Bowl commercials respectively.
What are you wearing? This question dates back to the red carpet 20 years. It is not a question the average consumer would be asked; it is a question that is generally asked only on the red carpet or perhaps on a talk show from a host to a guest who is wearing something spectacular. Consumers will tune in to hear the question asked by commentators to their favorite stars. The glitz and glamour of Hollywood and show business intrigues the average person. As a result, the demand to continue the red carpet prior to the Oscars grows.
Read our fashion faculty’s expert opinions at VCU News.
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