From the red carpet to promotional events, understanding the art of sourcing designer clothes for celebrities

From dazzling red carpet gowns to chic off-duty looks, celebrities give a sense they effortlessly curate captivating wardrobes. But, beyond the bejewelled gowns and tailored suits lies an intricate ballet of commerce — a high-stakes game where designers, stylists, and celebrities engage in a delicate pas de deux. This is the world of celebrity sourcing, and here, dreams are draped in fabric and adorned with jewels.

The demand for exclusive attire is insatiable, now whether that was the extravagant nuptials of Radhika Merchant to Anant Ambani or quotidian red-carpet appearances. The role of the celebrity stylist has evolved from being a mere curator of wardrobes to a potent force, a fashion alchemist, capable of transforming a celebrity into a sartorial deity. They are the architects of the image, the puppeteers behind the gleaming illusions.

Celebrity stylist Rishi Raj said the visibility from these events can make “a designer’s piece the next must-have item”: “It’s the ultimate win-win: the celeb gets a stunning look, and the designer gets a walking billboard. Who wouldn’t want their dress to be the talk of the town?”

Sourcing the perfect ensemble is an art form in itself. Indianexpress.com sat down with designers and stylists to understand the process.

 

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The art of celebrity sourcing: From runway to red carpet

At the heart of a celebrity’s look is their stylist, who acts as a gallery curator but with roles that extend far beyond selecting clothes. It’s about crafting a narrative, building a brand, and understanding the nuances of personal style. A stylist’s job begins with a deep understanding of their client’s personal style, body type, and public image. Once a vision is established, the search for the perfect pieces begins.

Sourcing in the fashion industry can be a mix of borrowing and buying. “For high-profile events like the Ambani wedding or award shows, it’s common for clothes to be borrowed from designers. This allows celebrities to wear the latest, most exclusive designs without the hefty price tag,” Raj explained.

 

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This “sourcing” process becomes easier under two conditions: when the stylist and designer have a strong relationship, and when the celebrity’s “stature” warrants it. “It’s like being best friends with the club bouncer—you get into all the hottest parties. But if you’re bringing a superstar along, you’re definitely getting the VIP treatment,” Raj said. He explained that in this context, “stature” is akin to high school cliques—popular celebrities get the prime pieces, but there’s always room for unique, indie personalities.

Pranay Jaitly and Shounak Amonkar, the stylist duo behind Who Wore What When, agree, citing an example from Hollywood. “Of course, there are different tiers for different celebrities. I’m glad loved Hollywood stylist Law Roach spoke about how the big five in fashion—Chanel, Dior, Gucci, Yves Saint Laurent, and Valentino—refused to dress Zendaya early in her career. It’s something that has been faced in our industry as well.”

What do designers get from this process?

Designers, too, play a crucial role in this intricate dance. Their creations, once confined to the hallowed halls of couture houses, now vie for the coveted spotlight on celebrities. A single appearance on a red carpet can elevate a fledgling label to iconic status, transforming mere cloth into a symbol of luxury and desire.

Delhi-based designer Shruti Sancheti recalls gaining thousands of followers overnight when Kareena Kapoor Khan wore her denim jacket with a bustier top and wide-leg pants while promoting her film Veere Di Wedding. “It not only got me 5,000 followers instantly but also led to approximately 50 sales. Even her maternity looks, along with Anushka’s, were ordered by many mothers-to-be,” said Sancheti in a conversation with indianexpress.com.

 

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Sancheti’s story isn’t unique. Designers Rimple and Harpeet, recently in the limelight for designing costumes for Sanjay Leela Bhansali’s Heeramandi, noticed a “considerable increase in clients requesting similar outfits” after a celebrity wore one of their lehengas to a major event.

Most brands, like Sancheti’s eponymous label, have set rules for sourcing: “We have press pack samples set aside, and those are the ones we lend out,” she said. However, some outfits are custom-made, which can mean a small addition or several changes to an existing piece, or even creating one from scratch. These costs are typically borne by the celebrity or the brand hosting the event.

Rimple and Harpreet also recalled creating custom outfits like the white saree Alia Bhatt wore at the Gangu Bai Kathiawadi premiere in Berlin, and the tuxedo jacket Karan Johar wore at the grand opening of NMACC in Mumbai.

 

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Some outfits carry an “archival” tag, referring to pieces from past collections that are brought back, often with slight updates, explained Raj.

Jaitly and Amonkar shared examples from the Ambani wedding and Cannes Film Festival, illustrating the different approaches to sourcing. “At the wedding, our clients Vidya Balan and Genelia Deshmukh wore custom-made outfits from re-ceremonial, designed while keeping in mind their aesthetics, and ethos. While on the other hand, we used an archival design from Tarun Tahiliani for Shahana Goswami for one of her appearances at the Cannes Film Festival. The archival piece was actually made years ago and was a sample that was sent to us for that event, considering it was an international red carpet,” the duo revealed.

 

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Ultimately, the world of celebrity styling is a symbiotic relationship. The celebrity gains access to exclusive designs, the designer secures unparalleled publicity, and the public enjoys a visual feast that shapes fashion trends and dreams.

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