Colour takes starring role at this year’s OscarsOpinion is divided over the impact the red carpet gowns at this year’s Academy Awards will have on mainstream occasionwear sales, as there were clear colour trends but few other innovations with strong commercial appeal.
Berry shades such as red and plum and soft blush tones were prevalent, and white taffeta fabric, detailed bead embellishment and mermaid-shaped gowns were also clear themes. However, many brands thought the haute couture look of many of the dresses lacked commercial appeal.
Alex Bernstein, director of Bernshaw, the occasionwear brand that in past years has created interpretations of Oscar gowns to wholesale within days of the event, told Drapers: “I haven’t seen anything [inspirational] I feel would work commercially. It’s a real shame. For the last few years, Oscar dresses have all looked like couture pieces, rather than anything the average woman could wear. We are taking inspiration from the Oscars rather than recreating the look.”
He said Gwyneth Paltrow’s figure-hugging metallic dress by Calvin Klein would be unflattering for most figures, and that Helena Bonham Carter’s Colleen Atwood dress would be unlikely to drive sales because most shoppers already have black in their wardrobes. However, he said Natalie Portman’s chiffon gown by Rodarte - worn to conceal her pregnancy bump - could translate well because it would flatter larger sizes.
