Borrow & Sashay

But behind the glam lies a little-known truth: most of these jaw-dropping outfits are borrowed, curated meticulously by stylists, and returned to the designers after the event. While in the West, some celebrities preserve or purchase their iconic outfits as collectibles, India’s red carpet culture thrives on a unique, symbiotic arrangement. Designers gain unparalleled exposure, while celebrities sport looks carefully curated to dazzle at the event.

Stylists, an important bridge

Stylists are the backbone of this collaborative process. Sharing insights into their craft, stylist Chandni Kumar Mehra reveals, “The process of sourcing red carpet outfits is collaborative and layered. It starts with understanding the theme of the event and the celebrity’s personal style while aligning it with the brand image they want to project. Stylists reach out to designers, presenting mood boards and references to create the desired aesthetic.”

Fashion designer Venkat Gaddam echoes this, explaining, “Stylists and PR teams coordinate with designers for red carpet looks. Celebrities often borrow outfits, which are returned after the event in exchange for media coverage. While some stars may request ready-to-wear pieces, others prefer custom designs tailored to the event’s demands.”

How it works

“Most designer dresses for red carpet events in India are loaned for a specific event and returned afterwards. This practice ensures exclusivity and prevents repeated use of a single couture piece in public appearances,” explains Chandni. However, she adds that the approach might differ in some exceptional cases. “In some cases, celebrities may be gifted the dress, particularly if they have a long-standing relationship with the designer or are serving as a brand ambassador. Custom-made pieces, especially those created specifically for the event, may also be retained by the celebrity. On rare occasions, designers may choose to donate the piece or auction it for charity, turning the ensemble into a statement of cultural impact,” she shares.

Stylists also work closely with jewelry brands, accessory designers, and footwear labels to create cohesive looks. Every detail is pre-approved by the designer and publicists, ensuring a polished presentation for the media.

‘Custom’ Couture

The buzz around “custom” red carpet outfits isn’t always what it seems. Diet Sabya, an anonymous Instagram account known for its unfiltered takes on fashion, went viral last year with a post stating: “Even the clothes labeled ‘custom’ or ‘archival’ are often borrowed. ‘Custom’ simply means customization. It could involve an alteration, a new blouse to match an existing outfit, or a modified version of a previously showcased style.”