TALES FROM TINSELTOWN: Fashion publicists descend on LA in pre-Oscar celeb scramble

If you haven’t been able to get a fashion publicist on the phone this week, don’t take it personally.

If you haven’t been able to get a fashion publicist on the phone this week, don’t take it personally.

If you haven’t been able to get a fashion publicist on the phone

this week, don’t take it personally.



It seems like any exec with a product that could possibly be hawked at

the Oscars has headed out to LA to set up shop for the week (or weeks)

leading up to the show. And while they may not want to spill the beans

on who will be wearing what just yet, fashionistas are offering

tantalizing goodies to journalists in hopes of generating major buzz

about their products.



Forget about press releases and phone pitches. These flacks are hosting

everything from tea parties to dinners where journalists are the guests

of honor and goodie bags more often than not contain trinkets worth more

than a scribe’s monthly paycheck.



Ground zero for the schmoozefest is L’Ermitage Beverly Hills. Aside from

the usual suspects like designer Pamela Dennis (who takes a suite in the

swanky hotel to meet with the stars and their all-important stylists),

scores of companies are booking rooms and planning major PR

initiatives.



The hotel has been taken over by a host of companies, including Concord

Watches, MAC cosmetics, Vidal Sassoon, Tod’s and Judith Leiber (who is

entering into the derby for the first time). The Diamond Information

Center (DIC) is also hosting its first-ever pre-Oscar party at the

hotel.



According to DIC director Joan Parker, the soiree isn’t designed to snag

celebrities. Rather, it is more of a ’goodwill gesture’ to thank the

journalists that cover Oscar fashion as well as allow the jewelry

companies, designers and stylists to mingle and unwind. Not exactly an

A-list crowd, but an increasingly important group in their own

right.



’There’s no question that these people, particularly stylists, have

become very important to the industry,’ Parker explained. ’They are the

ones the jewelers are after. They are being wooed in a big way.’ The

evening’s festivities, Parker added, will include a drawing for a

diamond bracelet worth dollars 4,500. ’These people work hard behind the

scenes. We wanted to do something nice for them.’



In the end, what was already one of the most sought after gigs in

entertainment reporting - covering the Academy Awards - has become even

more desirable, as companies like these practically beg ’love me!’ Said

one incredulous reporter, ’There’s nothing some of these people won’t do

to make sure we mention them in our coverage. I’ve been offered

massages, facials and even a tuxedo to wear to the event. Who am I? I’m

just the guy who writes about these people. It’s wild.’



Ah, but did he take the loot? ’Of course. I want to look good on the red

carpet, too.’



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in