Fashion brands spend a lot of money, please star to wear their own clothes are classified as violations

At the end of the year, it is the awards season in Hollywood. In addition to the awards, the various stars on the red carpet may be the most popular scenery for the masses of people. However, the various styles on the red carpet are of course not just looking good, but the business behind the dress and makeup.

Why is Cate Blanchett wearing Giorgio Armani's blue dress on the 2016 Oscar red carpet? Why is Lady Gaga going to Marc Jacobs' eyeshadow at the 2019 Golden Globe Awards? The blue skirt and smoky makeup are not just for these famous people to appear on the red carpet. In fact, these celebrity stylists or themselves are inextricably linked with the brand, many brands have spent a lot of money. Only let their own goods be seen by the world audience with the help of stars.

Such red carpet trading has long been a secret in the industry, and many stylists never shun the money they have collected. Jessica Paster, a star stylist from Cate Blanchett, Miranda Kerr and Emily Blunt, told fashion fashion The Cut, "If this dress looks good, we would have chosen it, why? No more money?"

According to the data provided by Paster three years ago, the price of the brand to the stylist is between $30,000 and $500,000, and the price for the female star is between $100,000 and $250,000. After more than three years, this price should have risen a lot.

For some stylists, this kind of transaction is not a big deal. Hollywood stylist Brad Goreski told The Cut, “Why do you know how they (the stars) make money? They are not selling drugs, just paying for a dress. If a brand offers $150,000 Just to let me wear the costume of a designer, I will think, where are these good things to register?!"

It is undeniable that although the brand has to pay a lot of money to the stylist, this is a win-win situation for the brand. When a dress is worn by a star on a red carpet, it is a better brand marketing than a TV or magazine ad, and the brand may not have to pay more than the magazine.

Although many dresses and makeup are sponsored by the brand on the red carpet, stars and brands rarely make this "sponsorship" relationship public, and ordinary viewers will not think of the money transactions behind the beautiful shape. Fashion media such as The Fashion Law began to think, and the brand's covert advertising may have legal consequences.

2019 Golden Globe Awards on the red carpet for female stars. Image Source: Vanity Fair

According to the US Federal Trade Commission regulations, consumers have the right to obtain sufficient information to make informed purchase decisions, and businesses should also have the opportunity to compete freely in a market without deception and injustice. If the star endorses the brand but does not make reasonable disclosures, this violates the US Federal Trade Commission's decree.

Then the question becomes, the star wears a certain brand of dress on the red carpet, is it endorsing the brand? If the dress is given as a gift to the star, the problem is not that tricky, but if the star receives the brand's money, it is not well defined. The US law firm Venable is very positive about this issue, thinking that if the star collects money to display a certain brand of clothing on the red carpet, it is endorsing the brand.

If some viewers appreciate the red carpet, they don't know that there is a money transaction between the star and the brand. This has caused deception to the audience. This star endorsement of the brand is also likely to mislead the audience.

In general, this is a question of "the brand has advertised but does not tell you that it is an advertisement."

At present, there are no brands or stars at home and abroad because of such hidden behaviors in the red carpet. However, in order to avoid risks, brands or stars should disclose their interests in the future.