Gigi Hadid Modeling Same Versace Gown in Versace's Fall-Winter 2023 Fashion Show in West Hollywood During Oscar Week Then Lady Gaga Wearing It on Oscar Sunday.

 By Laura Medina

If today's gifting and style lounges and suites and studio costume designers during the Golden Era of the Studio System, in Hollywood set the precursors in using Oscar's red carpet and the awards show itself, as a fashion runway to advertise unique, original couture creations then emulating a many knock-offs, Dontella Versace took it one step further.

She recognized a marketing opportunity.  Instead of celebrities going out of their ways to schedule then travel to a Versasce fashion show in Milan, Dontella brought it to them in Hollywood on a night and during a week when they need it the most-Oscar Thursday before Oscar Sunday.

Dontella was right.  The same Versace gown Gigi Hadid modeled on Pacific Design Center catwalk, in West Hollywood, was the same gown Lady Gaga wore, four nights later, to the Oscars on Oscar Sunday. Eeehhhh, smart?!

Since major runway shows are a rare treat, of course every A-listers flock, with shopping expectations in mind.

As Gavin says, it's a win-win.