Award season is in full swing and while viewers are mulling over nominee lists crossing their fingers for their favorite actors, celebrities are prepping for their catwalk on the red carpet.
One thing the celebrities aren’t worrying about however, is just how much they’re going to have to shell out on designer threads for the event – because the answer is commonly $0.00.
Last night, while hosting the Screen Actors Guild Awards, E! News host Giuliana Rancic asked the golden red carpet question “Who are you wearing?” and there wasn’t a celeb without a well-rehearsed answer.
PHOTOS: SAG Awards 2012: Giuliana Rancic on The Red Carpet
The business of the red carpet is often something overlooked by viewers. But do not be fooled, there is a reason for the two hour pre-show, for the stars to show off their loans and name drop designers, and we aren’t mad at it.
But the secret behind their flawless awards show look isn’t the grunt work of the actor, it is that of a very hard working stylist who spends weeks prior to award shows, seeking loans, one-offs and donations for their top-tier celeb clients and that isn’t for a pay day.
PHOTOS: SAG Awards 2012: Lea Michele Is Thigh High On The Red Carpet
As an example, our subject from last night’s SAG Awards would be the star of the night, Viola Davis.
Viola wore a stunning Marchesa gown with gold accents as she stepped on the podium to accept her award for best lead actress. Want to know how much Viola paid for the gown? Not a single red penny.
The dress is so memorable for an event as triumphant as this that no other celeb will ever be able to walk a red carpet in it again, the result of that? Viola gets to keep the gown and Marchesa is the most talked about designer following the awards show. It is the best form of advertising.
PHOTOS: SAG Awards 2012: Best Dressed
In addition to the dress, jewels are also an important part of the red carpet look, and Cartier was shining all over the SAG red carpet last night as actors dazzled in millions of dollars worth of jewels. The effect: Cartier’s stock goes up and they quickly become the go-to for red carpet jewels.
And let’s not forget that the celebrities are leaving with grade-a swag bags from the top companies who are just dying to see Angelina Jolie toting their purse while out with the kids.
Whoever said looking movie star gorgeous wasn’t cheap told a lie!
