How fashion plays an important for celebrities at important events

1. Fashionto Communicate Brand
As a stirringcuriositybrewsaboutthe MTV VideoMusicAwards 2016’s celebrity outfits,Iwill reflecton
lastyear’sfrocksand strategical shocksandask how celebrities’decisionstowearthe sometimes
outrageous outfitstheydoserve the dual purpose of communicatingtheirsandthe designer’sbrand.
Fashionhasalwaysservedmultiple purposes whenitcomestomajoreventssuchas awardsnightsor
celebrityparties:Fashionandmusicare like strawberriesandcream- it isperfectlynice tohave one
withoutthe other,butthe two togethercanpushyour sensestoa completelymouth-wateringlynew
level. One escalatesthe other.
Outfitsare wornfor all sorts of differentreasons –for some artistsit’sthe more garish,the better;for
othersit’sgot to be a seductive,classynumber,while others maywanttoappearmore outlandish.Itis
more than simplyabout howmuchskingoeson show – celebritiesoftenhave otherobjectivesinmind
whengoingforthe shock factor. At celebrityeventsthe get-upmeanseverythingbecause itall feeds
intobrand marketingandwhatiscommunicatedtothe audience. Forsome itdoesn’talwaysmatter
whatsort of attentionisreceived –evensome negative attentionmeansthatpeople are noticing–and
and will rememberyounexttime theyreleaseasingle oralbum.
Outfitsultimatelyhave astrategicaimwhenitcomesto what’sflashingonthe redcarpet.
Considerthe Objective
Artistsanddesignerscollaborateonthe kindof outfitthatwill deliverakeymessage linkedtotheir
brand.It couldbe relatedtoa newsingle oralbumrelease,aboutattractinganew audience orlinkedto
the musicgenre theyrepresent.
SelenaGomezinherCalvinKleinfrock lastyearsaidmore thansimplywearingadesignerata special
event. Farfromthe young, mainstreamsingershe startedoutas,her frockalone seemedtoelevateher
to a more high-profile,elegantartist.ChynaBlak’sall-in-one outfitin2015 made a boldstatementthat
certainlymade astatementandfor herachievedherunderlyingobjective.
Reaching NewAudiences
Fashionandmusichave alwaysbeenintrinsicallylinked,withfashionbuildingonanartists’smusical
expression, andmusicaddingasensoryelementtofashion inabigway. Artistswearcertainthreads
that are commonamongparticularsub-groupsasa way of reachingout to them, of makingthemselves
knownto those groupsandrelate to them throughfashion.
Likewise,the fashiondesigneralsobenefitsfromaccessingnew marketsthroughthe highimpacta
celebritymakeswhenstruttingintheirdesign. Thisway,adesignercanalsopublicise theirbrandand
gainconnectionswithotherartists.

2. A Statement ofStatus
Artistsuse fashiontocommunicate theirstatus,theirpowerandto glorifytheirmomentonthe red
carpet.It can make themstandout,winsome publicityandget people talking–itcan be simple asthat.
Withsome of the ensemblesthatcelebritiesoftenputtogether,suchasfor StellaMaxwell inher
Moschino,graffiti-entrencheddress, itrepresentstheirpowerasanartist, while alsoshowingthe high-
profile brandsshe isinconnectionwith.
IndividualisticandConfident
There are timeswhenanartistwantsto setthemselvesapartfromeveryone else –to show people that
theyare theirownperson.Whethertheyhave had some negativemediaortheysimplywanttoshow
theyare theirownperson,itcan oftencreate aninnate sense of secretrespectfromfellowartistsfor
them.
Settinga Trend
Withoutevenintendingto, anartistis almostinstantaneouslysettinga trendor style forfashionistaand
fansto follow throughwhattheywear.Thishasan enormousimpactonnot only the artist,but the
designerandtheirbrand,too. It’snot alwaysaboutthe artistand theirmusic– often, there isthe
opportunityforthe fashionbrandputtingitself outthere usinganartistas a channel throughwhich to
launchitself.Thisway,everyone wins –boththe artist’sandthe designer’sbrand.