Awards Features

For the eight Oscar ceremonies Billy Crystal hosted, he wore Armani each and every time. When Whoopi Goldberg took over hosting duties in 1994, guess what she wore? Armani. Steve Martin also followed suit, donning Armani for the 75th Academy Awards.

None of this is by accident. Armani was one of the first fashion houses to recognize the enormous strategic benefit of outfitting the Oscars. In her book "Deluxe: How Luxury Lost Its Luster," author Dana Thomas describes how Armani enlisted the help of Los Angeles Herald-Examiner society editor Wanda McDaniel to spread the creed of Armani in Tinseltown. Thanks to McDaniel's efforts, the 1989 Oscar ceremony (held March 26, 1990, at the Shrine Auditorium), was dubbed "The Armani Awards" by Women's Wear Daily.

In more recent years, there has been a mix of designers worn by Oscar hosts -- beginning with Chris Rock, who sported a look by Sean John for the 77th Academy Awards. The next year, Jon Stewart (this year's host) dressed in a custom-made two-button tux from Ralph Lauren's Black Label, while last year's host Ellen DeGeneres made her red carpet entrance in a chic Gucci suit.

Armani might be the Oscar leader, but the challengers are coming on strong.