Why the best red-carpet accessory isn't arm candy, but high jewellery

Apr 28 , 2017

Why red carpets sparkle with the world’s best luxury jewels

The relationship between red-carpet events and product placement is long established, of course. Come awards season, speculation is as much about the outfits celebrities might wear as the potential winners, reflecting the anticipation, glamour and escapism that these high-profile events have come to represent.

The competition to dress Hollywood’s elite is intense with the stakes resting on red-carpet appearances as high for the brands as they are the nominees parading their wares. For winners, it is a place in cinematic history and all the fringe benefits that superstardom can offer; for the brands they wear, it is global publicity on a scale that no amount of marketing could ever buy, all the bigger today thanks to social media.

For decades, the most important red-carpet accessory for an actress has been a cache of sparkling jewels rather than a handsome partner. Cate Blanchett is widely celebrated for her particular sense of fashion, and her appearance at the 2015 Academy Awards is one of the most memorable Oscars moments in recent years – this year’s best film category, blunder aside.

The actress paired a simple, black Maison Margiela gown with a Tiffany Blue Book necklace of hundreds of carats of turquoise, aquamarine and diamonds reportedly worth US$400,000. The gown was a mere backdrop to the necklace but the ensemble had the simultaneous effect of reinforcing the actress’s position as a style icon and significantly bolstering Tiffany’s campaign for its Blue Book collection.

Cate Blanchett arrives at the Oscars wearing Tiffany in 2015. Photo: AP

When Julianne Moore wore an Irene Neuwirth emerald cuff bracelet to the 2013 Met Gala, the American designer reportedly sold two identical pieces before the event concluded.

And following Gwyneth Paltrow’s 1999 Oscar win wearing a 40ct Harry Winston diamond necklace with a Ralph Lauren gown, the jeweller reportedly sold several necklaces in a similar style with an estimated value of US$100,000 each, including one gifted to the actress by her father.

Gwyneth Paltrow wearing Harry Winston jewellery at the 71st Academy Awards in 1991.

Harry Winston was one of the first jewellers to recognise the potential of star power at red-carpet events. The jeweller first loaned an item to actress Jennifer Jones in 1943 to wear to the Academy Awards. She happened to pick up the Best Actress gong for her role in The Song of Bernadette, therein revolutionising modern red carpet glamour and the way in which brands could capitalise on the exposure.