More and more, celebrity style is influencing the common consumer to buy. The everyday consumer depends on what’s seen in magazines, on television and especially on the red carpet. As celebrities are seen as fashion authorities to the common consumer, it’s understandable why what celebrities wear is a strong contributing factor to what brands stay relevant in today’s society.
In the 1970’s Diane von Furstenberg’s debut of the wrap dress quickly became a hit amongst Studio 54’s fashion elite and the Park Avenue set in NYC. It wasn’t as if DvF’s dresses wouldn’t succeed on their own as the go-to dress for every woman who wanted to easily get in and out of her dress in a snap, wear it to work or to brunch – the popularity of the wrap dress exploded as Diane von Furstenberg’s friends such as Bianca Jagger and other Studio 54 regulars, including Diane herself wore the dress with ease and an unmistakable amount of class and sensuality. Circulating photographs of the Studio 54 crowd wearing these dresses influenced a boost in sales and the status of the wrap dress. Today as the brand has expanded, the core of DvF’s success came from her distinct use of prints and the design of the figure-hugging jersey wrap dress.
Designers rise to fame as celebrities rock the red carpet in hot-off-the-runway designs. Mary Katrantzou’s designs contribute to the current zeitgeist with her distinctive prints making an impact on the fashion scene. The designer uses abstract futuristic prints to positively emphasize a woman’s curves as opposed to adding weight, as most prints naturally would. As globally renowned models and actresses set their stride down the red carpet in designs by Mary Katrantzou, the buzz quickly stirred up a massive following of consumers searching for her dresses, tops and skirts.
As celebrities slip on a gown and make their way down the red carpet, a sale is simultaneously being processed. Elie Saab is a prime example of the celebrity/consumer phenomenon. Elie Saab’s eveningwear is consistently seen on the red carpet year after year. In 2002 Halle Berry had all eyes on her in Elie Saab’s evening gown in burgundy red, with sheer paneling and floral details that were strikingly gorgeous and absolutely unforgettable. Every designer dreams of this when all it takes is one monumental moment to keep the name of their brand on the tip of every tongue. Consumers can relate to the brand because they can remember the celebrities who have worn it, which in turn convinces them it’s worth the investment to purchase these brands.
Author Bio: Mathew Parker writes on various subjects from the world of fashion and has special interests in writing on topics such as Luxury Fashion Online, Mens fashion, luxury Designers like Elie Saab, Missoni, DVF, Carolina Herrera and more.