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The Age of Impressionism

‘Past Lives’ star Greta Lee’s red-carpet run was one of the more remarkable examples of brand building in recent history.
‘Past Lives’ star Greta Lee’s red-carpet run was one of the more remarkable examples of brand building in recent history. Photo: Rodin Eckenroth/Getty Images
Lauren Sherman
January 25, 2024

Earlier this week, when the Oscar nominations were announced, my mind immediately generated an image of Past Lives star Greta Lee, who was snubbed in the best actress category by the Academy. As others were lamenting a missed opportunity to recognize a great performance, I selfishly wondered what this would mean for the Oscars red carpet. Would she still be invited? Would she show up? Lee’s red-carpet run, in collaboration with stylist Danielle Goldberg (and made possible, for the most part, by custom gowns designed by Loewe’s Jonathan Anderson), is one of the more remarkable examples of brand building in recent history. Both for Lee and Loewe.

Why has it felt like Hollywood magic? Lee seems like the kind of person who might carry a Loewe bag in real life. And Anderson, through Loewe, only seems to be willing to work with actors like Lee, for whom his admiration is believable. If Loewe suddenly hired a Kardashian, I’d feel uneasy about it, and so would other consumers. Watch, now that will happen… but let’s hope it doesn’t.