Put simply, designers see the Academy Awards as the most important venue of the year for their wares. They vie for the stars’ attention in every way possible, hoping to score an Oscar-night coup. Last year, one designer dispatched his private plane to L.A. for the sole purpose of whisking an Oscar-nominated actress to Milan for a private trunk show. And, that was just for a dress, mind you. Accessories such as shoes and handbags can make or break an outfit. And, these days, show-stopping Oscar night jewelry is de rigeur. Then there’s hair, makeup and nails, all of which must all be coordinated to perfection…
It’s enough to drive a celebrity stylist mad! Lucky for them, there’s one place they can take care of every Oscar-night need that a pampered star (plus her entourage) could desire. It’s the “Pre-Oscar Showroom” at the Raffles L’Ermitage hotel in Beverly Hills. For the third year in a row, an exclusive cadre of dress, shoe and handbag designers, jewelers, makeup artists and skin-care experts will converge on two floors of the Beverly Hills hotel the week before the Academy Awards. “During Oscar week, the stylists and celebrities want to go to one place and get everything done,” says L’Ermitage Sales Manager Aileen Carreon. “They can come here in privacy, and not have to deal with the public. They can move from room to room in a comfortable environment. It’s one-stop shopping.”
Think of it as a mini-mall for the mega-rich. Exhibitors transform simple hotel rooms into elaborate showrooms, creating what some have called the world’s most glamorous trade show. Each tries to outdo the next, hoping to catch the eye of busy celebrities, such as Sharon Stone and Angela Bassett, both of whom spent time perusing the space last year. It’s serious business, to be sure. But, it’s also a prime networking event, with lots of schmoozing at roof-top parties and private receptions. Last year, outrageous goody bags created a buzz about which suites were not to be skipped. (The butlers roaming about serving free champagne helped, too.)
Publicist Ted Kruckel’s 5th floor suite was a hub of activity last year. This time around, the New York-based Kruckel’s invitation–only space will feature jewelry by Van Cleef & Arpels, gowns by Escada, custom embroidered tote bags by RedEnvelope.com and Helena Rubenstein makeovers. “Showroom Week gives my clients maximum exposure to all the top trendsetters,” he says.
He’ll be in good company. Down the hall, shoe designer Stuart Weitzman will show off a $1 million pair of platinum shoes in his suite. Bearing 64 carats of diamonds and a 4 1/2 inch stiletto heel, the shoes come with their own bodyguard. On Oscar night, they will adorn the tootsies of an as-yet-undisclosed “major star,” says Weitzman. But he is also poised to turn every Oscar attendee into Cinderella, custom dying and beading shoes on the spot.
New York dress designer Joanna Mastrioanni, who has dressed Jane Seymour, says Showroom Week provides invaluable contacts for the entire year. “You go to have your dresses seen and worn by the stars, of course,” she says. “But you also meet important writers, editors and stylists. They get to know your work, and will keep you in mind for future projects.” Handbag designer Timmy Wood agrees. “It’s important to get the word out about what you do, and L’Ermitage provides a great opportunity,” she says. “There’s an amazing concentration of energy there.” Known for her whimsical wooden minaudieres (they’ve been seen on “Sex and the City”), Wood will come to her showroom with a special Oscar collection of the tiny handbags, bedecked with Swarovsky crystals. Like Weitzman, she’ll also custom-design a bag for any Oscar babe. A “stoner” will be on call in her showroom, ready to apply rhinestones to any handbag, matching it to that one-of-a-kind Oscar gown.
Despite costs than run into the thousands, jewelry designer Christian Tse thinks taking part in Showroom Week is an excellent investment. “There are so many people throwing things at the stars during Oscar week that you have to do something to get them to focus on what you have to offer,” he says. “Especially for a young company like mine, this is a great opportunity. Getting a major star to wear one of our pieces to the Oscars would be incredible.”
When all the shopping gets just too tiring, you can always get a massage. Visitors to celebrity hairstylist Charles Worthington’s suite at L’Ermitage can relax with a body rub, manicure and pedicure while waiting to have their hair colored, cut and styled. Worthington, who was Princess Diana’s hairstylist in London, says he is looking forward to working with Hollywood royalty. “Setting up a private salon at L’Ermitage Hotel during the Oscars is not just fun and exciting, it’s essential for me. The world looks to Hollywood for glamour and inspiration, and so being a part of that scene is important,” he says.
The L’Ermitage scene will hit a fevered pitch the day before the Oscars, when stars and stylists will be frantically taking care of last-minute fittings and makeovers. Then everyone will take a breather on Sunday and proud watch his or her handiwork glide effortlessly up the red carpet.
Or not, of course. After all, the stars can only wear one dress, don one pair of shoes and hold one handbag. If it doesn’t work out, well, there’s always next year.
