Awards Season: The Strategic Role of Luxury in Hollywood

Hollywood's favorite time of year is Awards Season, the stretch when the entertainment industry's most significant ceremonies take place. It begins in November and culminates with the Oscars in early March. Since the rise of streaming platforms and the proliferation of projects vying for attention, studios have developed increasingly complex operations. These campaigns, akin to electoral strategies, aim to capture the attention of overburdened voters. Participation in major festivals, high-profile events, and intense media engagement helps weave narratives around films and their actors—stories of personal passion or serendipity that seem spontaneous but are often meticulously crafted. Studios also rely on exclusive communications and screenings for voters, balancing the promotion of priority projects with the need to showcase all their talent, whose egos can be particularly fragile during this period.

Awards Season is also a chance for luxury brands to associate themselves with stardom. At Cannes, brands sponsor ceremonies, after-parties, or exclusive events, but the red carpet undoubtedly holds most sway. A few iconic minutes can propel a brand to global recognition. Jennifer Lopez’s breathtaking appearance in Versace at the 2000 Grammy Awards remains one of the most iconic moments in fashion history. The green jungle-print dress with its plunging neckline became an internet sensation, leading to the creation of Google Images. A reimagined version, worn by Lopez during the brand’s Spring 2020 show, generated $9.4 million in media impact in just 24 hours. A powerful demonstration of magical red-carpet moments at the core of the luxury industry’s strategies, with hundreds of millions in brand ambassador partnerships invested each year.