AWARD SEASON

The so-called award season started officially with the People’s Choice Awards on Wednesday evening. And at Amayzine.com we’re quite thrilled because this is probably the most exciting and glamorous period of the year in which the worlds of music, fashion and film collide.

The upcoming weeks, with the Oscars on 2 March as climax, all the award shows will take place, which means red carpets, red carpets, red carpets. Not only actors and film makers are tense, but also big designers from Valentino to Raf Simons are anxious because which A-lister will wear their designs? Angelina Jolie in a dress will give the fashion house about as much publicity as an average fashion week. Think of Elie Saab, who thanked her breakthrough to Halle Berry who wore her evening gown on the night she won the Academy Award.

Designers will do just about anything to convince stars to wear their creations. They offer to customise popular designer shoes like Jimmy Choo, Brian Atwood, and Charlotte Olympia to be turned into the colour of their dresses. The client is king, and to think of the fact that they get it all for free.

Talking about not paying: there’s also the phenomenon of the swag room. (The most dishonest thing you could think of.) A-list invitees of, for example, the Golden Globes receive an invitation for a visit to the swag room or gift suite. This is a location like the SoHo House that is then completely decorated with the greatest beauty, fashion and lifestyle brands. Celebs are allowed to come in and take everything they like. It’s ridiculous, we know!

The madness doesn’t end here, of course. You can book an award season hotel deal with Bentleys and chauffeurs, hairdressers and makeup artists included. Film studios, record company bosses and movie stars trip over each other to organise pre-dinners and after parties. And we can go on with these fabulous stories about the doings in Hollywood the upcoming period. Which we’ll definitely do. To be continued…