Vantage | Inside story of the made-up world and real money riding on red carpets

The glitz and glamour of award shows are not only about the nominations, wins and on-stage drama; they extend to the iconic red carpet, which has become an essential element of today’s ceremonies. In the 2024 awards season, the red carpet is not just a pathway for celebrities. It has evolved into a lucrative economy of its own, influencing careers, sealing million-dollar deals and creating a mutually beneficial relationship between celebrities and brands.

Origin and evolution of the red carpet The origins of the red carpet trace back to Ancient Greece, where it was known as the “Crimson Path.” Originally a symbol of welcoming royalty, the contemporary world has embraced it as the red carpet, welcoming not just royalty but also film stars, political dignitaries and even social media influencers. Today, the red carpet is synonymous with glitz and glamour, dominating the spotlight during award ceremonies, premieres, and galas. The red carpet has transformed into a powerful marketing tool, driven by the rise of social media and the influence of behind-the-scenes professionals. Stylists, hair and makeup artists, photographers, nail technicians, trainers, dermatologists and nutritionists now play a crucial role in shaping a celebrity’s image. These professionals, once in the background, have become image architects, working collaboratively to curate and maximise a celebrity’s public persona. Celebrity-brand collaborations on the red carpet Social media’s growing impact and the influence of behind-the-scenes professionals have propelled the red carpet into an ultimate advertising opportunity. Celebrities sign lucrative deals with big brands, making specific appearances each year in their clothing, shoes and accessories. Contrary to popular belief, the gowns and outfits showcased on the red carpet are often part of carefully negotiated agreements between celebrities and global brands. The trend of sponsorship deals on the red carpet is exemplified by celebrities like Margot Robbie, who, after wearing Chanel at the 2018 Oscars, became the brand’s ambassador. Michelle Williams and Leonardo DiCaprio also endorsed Louis Vuitton and Giorgio Armani, respectively, cementing their partnerships through strategic appearances at high-profile events. Despite the significant impact of red carpet sponsorships on the fashion industry, there is a level of discomfort within the industry when discussing these arrangements openly. Celebrities seldom disclose the endorsements or the financial benefits associated with these deals. Reports suggest that stylists can earn between $30,000 to $50,000 for brokering deals between brands and celebrities, while actors can receive anywhere from $100,000 to seven-digit figures for a single red carpet appearance. In essence, the red carpet has become an integral part of the entertainment industry, acting as a powerful marketing tool with enduring popularity. While industry discomfort may surround the financial aspects, the red carpet remains a mutually beneficial relationship. Celebrities showcase their impeccable style, brands gain exposure through famous personalities, and the audience indulges in the spectacle, blurring the lines between reality and carefully curated imagery. As long as this symbiotic relationship continues, the red carpet will remain an indispensable element of the glitzy world of award shows. Views expressed in the above piece are personal and solely that of the author. They do not necessarily reflect Firstpost’s views. Read all the Latest News , Trending News , Cricket News , Bollywood News , India News and Entertainment News here. Follow us on Facebook, Twitter and Instagram.