Fashion brands are being affected by the Oscars being postponed

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You may have hard that the 2021 Oscars have already been pushed back by two months, due to many film productions being stalled in the wake of the global pandemic.

As it stands they will take place on the 25th April instead of the 28th February, though who knows if it might be pushed back even further.

While we know that the ceremony being postponed directly affects the film industry, a less obvious impact is on the fashion industry, and more specifically designers.

As the Business of Fashion pointed out, many of them rely on celebrities deals and endorsements to keep their label going.

It wrote, 'Award shows serve as a big marketing opportunity for brands and stylists, with deals and contracts regarding what a celebrity wears negotiated months in advance. '

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While some actresses simply borrow or buy their dresses (Jennifer Aniston wore her own vintage Dior gown to the SAGs this year), others get paid to wear them. Nicole Kidman was paid $2m to wear a John Galliano for Dior gown at the 1997 Academy Awards.

This might seem like a huge amount of money (and it is), but that kind of exposure on such a well known actress would have been a huge publicity hit for the brand.

The pandemic has hit fashion labels, both big and small, hard, and just a couple of days ago it was announced that New York label Sies Marjan was shutting its doors as a result, and we can't imagine they will be the last.

Penny Goldstone

Penny Goldstone is the Digital Fashion Editor at Marie Claire, covering everything from catwalk trends to royal fashion and the latest high street and Instagram must-haves.

Penny grew up in France and studied languages and law at the Sorbonne Nouvelle University in Paris before moving to the UK for her MA in multimedia journalism at Bournemouth University. She moved to the UK permanently and has never looked back (though she does go back regularly to stock up on cheese and wine).

Although she's always loved fashion - she used to create scrapbooks of her favourite trends and looks, including Sienna Miller and Kate Moss' boho phase - her first job was at, sourcing the best deals for everything from restaurants to designer sales.

However she quit after two years to follow her true passion, fashion journalism, and after many years of internships and freelance stints at magazines including Red, Cosmopolitan, Stylist and Good Housekeeping, landed her dream job as the Digital Fashion Editor at Marie Claire UK.

Her favourite part of the job is discovering new brands and meeting designers, and travelling the world to attend events and fashion shows. Seeing her first Chanel runway IRL at Paris Fashion Week was a true pinch-me moment.