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The Red Carpet Wars, 2026 Edition

The big three players in luxury fashion dominate the celebrity ambassador market—and gain more power with every awards season. That means the rest are left to play moneyball with their rosters.

red carpet wars Jessie Buckley emma stone
Louis Vuitton, Chanel, and Dior—the three biggest fashion brands in the world—have a lock on celebrity endorsements: While only a handful will get a coveted brand ambassador contract, most of the top nominees are able to wangle a one-off deal, which can vary from low six figures to more than $1 million for Hollywood’s biggest night. Photos: Samir Hussein/WireImage
Lauren Sherman
February 23, 2026

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Every awards season, the real grand prize is dressing one of the five contenders for best actress at the Academy Awards. Each pit stop on the circuit, from the Golden Globes to the BAFTAs, which took place in London on Sunday night, offers a breadcrumb of what those women will wear during the finale. Gone are the days when maybe one or three nominees would score a contract from a major luxury house. Now, it’s near guaranteed that they will all be dressed by one of the majors.