Which stars sell fashion?
I came across an interesting story in the Wall Street Journal about which celebrities sell fashion. It’s certainly timely, with all eyes soon to be on the red carpet at the Academy Awards.
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With the Academy Award nominations out this week, fashion designers are already jockeying to dress the stars for their big night. But rather than trying to pick the Oscar winners or the most fashionable celebrities, designers should be asking another question: Who will be the most effective at getting viewers to buy the clothes they see on the red carpet?
Among this year’s nominees, the “best seller” award is likely to go to a nominee whom few in the fashion world are discussing: Sandra Bullock. At StyleSpot.com, a Los Angeles-based Web site that links red-carpet photos to stores that sell the looks, Ms. Bullock’s Vivienne Westwood dress at the People’s Choice Awards ranked among the top of all red-carpet appearances this year in inspiring viewers to “click through” to retail sites.
One lesson: It isn’t pure chic that moves clothes. “For the most part, celebrities that drive sales aren’t necessarily the ones that get nominated” for awards, says Lily Hollander, editorial director of StyleSpot.com. The 45-year-old Ms. Bullock has a down-to-earth image that means millions of women relate to her.
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