Not so sure you agree? An ever increasing amount of pre-award programming, the countless reprints of gown and dress photos in the dailies and glossies, along with a new arsenal of celebrity-oriented magazines, suggest otherwise. Consumers are transfixed and feast on such coverage, both during award season and throughout the year. Why all the fuss? Why is it that what the nominees are wearing trumps the actual awards? And more basically, why do we seem to care?
"It's all about fantasy and that's why we care," considers Joanne Stoner, founder of Edressme.com, an online fashion destination. "What the celebrities choose impacts every market, not just eveningwear. They've turned a virtual---and literal---spotlight on fashion."
"Brands certainly get a boost when a celebrity wears one of their products. It makes those brand names more recognizable and real to us," shares Jodi Bell, manager of Anik Boutique,a collectionof high-end emporiums in New York City. "They clearly have an influence on fashion for almost everyone."
|Percentage Of Fashion Innovators|
Aged 16 To 24 Who Look To Celebrities
For Fashion Direction: 55%
The irony is that many women may not even realize that they are under the "celebrity influence. "The effect of celebrity on women's fashion choices is highly subliminal. While many women are not likely to directly or openly credit the stars with influencing their own wardrobe selections, these women have already been affected in several ways. That star influence plays out in fashion magazines, catalogs and store displays; which women feel more comfortable crediting, but ultimately it still goes back to the celebs," explains Kim Kitchings, director of research and planning for Cotton Incorporated. She points to Fashion Innovators, women who love fashion and stay on the cutting edge, to highlight her observations.