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Oscars dresses to set high street trends

A return to full length glamorous gowns on the Oscars red carpet has been praised by occasionwear brands as embellishment and pale hues took centre stage.

The 85th Academy Awards gave the celebrity world a reason to go all out with floor-length dresses a favourite among the acting crowd.

Alex Bernstein, director of Bernshaw, the occasionwear brand that in past years has created interpretations of Oscar gowns to wholesale within days of the event, said the longer length dresses could translate well onto the high street.

“After years of shorter length dresses people are happy to wear long again and we’re really pushing it,” he told Drapers. “The rich embellishments and the strong colours are going to come through and we will definitely be promoting similar dresses. We always look upon the Oscars as the pinnacle of the fashion calendar.”

This year’s Oscar outfits did not disappoint, with strikingly clean pale hues one of the top trends of the night. Best Actress winner Jennifer Lawrence opted for an ivory Dior Couture gown while Les Miserables star Amanda Seyfried wore a powdery lilac Alexander McQueen dress. Zero Dark Thirty actress Jessica Chastain appeared in a nude Armani number.

Embellishment also took a starring role with many actresses opting for intricate beading on their dresses. Nicole Kidman took to the red carpet in a gold and black embellished dress by L’Wren Scott while Halle Berry wore a glittery Marchesa gown in silver and black. Skyfall singer Adele wore a black beaded Jenny Packham dress.

George Hadji, founder of occasionwear brand Anoushka G, said: “It was definitely beading galore. It was very James Bond-themed. I think it will have a big influence on us as we already have some very good selling embellished dresses.”

Splashes of colour were worn by some with other actresses choosing striking scarlet red, while others wore inky blues and bright cobalts. Fishtail and mermaid style dresses were also a top choice.

“It wasn’t minimalistic at all, it was great as it gives shoppers a reason to buy new dresses,” added Hadji. “The more figure-hugging dresses that tail out at the bottom will be some of the more popular styles.”

The Oscars are already having an impact on sales, with consumers eager to snap up star-inspired designs.

Anna Bance, co-founder of designer dress rental site Girl Meets Dress, said: “We have seen an increase in orders today [Monday] for long dresses, with customers deciding to go long for their next black tie event inspired by the Oscars.”

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