Host Gigi Hadid switched her outfit not one, but six times during the American Music Awards last night, providing something of a masterclass in how to do a costume quick-change, and giving music’s biggest divas a run for their money, by putting on a show with her fashion choices.
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The AMAs is the one stage on which it has become a custom for the host to change multiple times throughout the night. Last year’s compère, Jennifer Lopez, remains the record holder, after she worked her way through an outstanding effort of fifteen couture ensembles during the two hour-long broadcast.
‘We did our research and J.Lo’s team told us to do less changes,’ Gigi said on the red carpet before the ceremony, conceding that, despite her catwalk experience, there was no way she could out-do Lopez who 25 years of experience in swift backstage changes. ‘I’m going with about half, but they’re great looks and they’re going to get a good amount of time.’
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Gigi’s arrival look was a white lace Roberto Cavalli gown, no doubt selected by the supermodel’s stylist, Monica Rose, for its flattering off-the-shoulder proportions and its nod to the wider gypsy trend. To open the show, she chose a spliced red dress from Atelier Versace, her boyfriend Zayn Malik also wearing a look from the label as he collected the Best New Artist award.
Next, the supermodel- who also used her AMAs appearence to perform a mocking impersonation of Melania Trump- went with three looks by British designer Julien MacDonald, adapting a short suit and two gowns from his spring 2017 collection, which will arrive in stores in February. Finally, it was a sheer sparkly jumpsuit with athleisure-trend touches – a drawstring waist and ribbed cuffs – before she changed back into her camel-coloured cashmere jumper and jogging bottoms to go home.
There’s more to the fashion performance, however, than just popping on a few statement outfits to try and make the next morning’s headlines. The AMAs are the kick-off to awards season and are therefore a chance to showcase what fresh-off-the-catwalk looks your stylist was able to commandeer before any other star got a whiff.
For a star carving their image, it’s an ideal opportunity to align yourself with a key new fashion house, or even just an on-trend silhouette that you want to become your signature for the season ahead. Note Lady Gaga’s choice of power pantsuit (an unmistakably political nod that we should expect to see more of) or Zoe Saldana’s championing of blazing hot new label Monse.
It’s also a star’s first chance to stake a claim to being the setter of one of the bigger red carpet trends that we might expect to develop on the road to the Golden Globes, the Oscars and so on. In that case, as Gigi knows, it’s a very good time to hedge your bets.
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