Ahead of Oscars, fashion brands flock to Hollywood spotlight

Tue Feb 23, 2016 4:56pm EST
 
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By Piya Sinha-Roy

LOS ANGELES (Reuters) - Celebrities might be flocking to the front rows of this week's London Fashion Week shows, but some designers are swapping the runway for Hollywood's awards season red carpets as the fashion world seeks new ways to draw attention.

Ahead of Sunday's Oscars ceremony, the most-watched entertainment event around the world, Hollywood has been the setting for numerous fashion events.

British designer Stella McCartney threw a party showcasing her latest collection at famed music store Amoeba, Saint Laurent Paris took over The Palladium music venue for its menswear show, Gucci announced a celebrity ambassador and Kenzo debuted a new short film.

"It just feels like a moment when music, film, fashion, the arts, it's all just come together for LA," designer Stella McCartney told Reuters at her presentation, attended by the likes of Katy Perry and Gwyneth Paltrow.

Celebrities and fashion have long had a symbiotic relationship, from Audrey Hepburn and Hubert de Givenchy to Jennifer Lawrence and Christian Dior.

But Los Angeles traditionally is not regarded as a trend-setting city as the year-round sunny weather doesn't allow seasonal clothing changes as much as fashion capitals New York, Milan, Paris and London.

That notion is slowly changing. In 2012, Saint Laurent Paris moved its Parisian label design studios to Los Angeles. Last year, Tom Ford and Burberry presented star-studded runway shows and Louis Vuitton held an exhibition in Hollywood.

The spotlight on Los Angeles comes at a time when brands are rejigging the runway-to-retail model and making new fashion available faster to customers.   Continued...

 
A model presents a creation from the Saint Laurent fall collection during a fashion show at the Hollywood Palladium in Los Angeles, California in this February 10, 2016 file photo. REUTERS/Mario Anzuoni/Files