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Fashion Diary: Cashing in on the red carpet

July 30, 2009 |  2:09 pm

Beckham 

Gossip, first impressions, trends in the making, celebrities and style setters. A regular feature by fashion critic Booth Moore.

When it comes right down to it, designers are hard-pressed to quantify how much red carpet dressing is really worth. "It's brand exposure," they say. "It's advertising money can't buy" (though it is often paid for) ... yada, yada, yada. But with so many red carpets, so many designers playing the game and so many stars demanding one-of-a-kind styles, is it really? 

Well now Giorgio Armani, who has been at the game longer than almost any designer, is turning the red carpet into gold.  After he designed a one-of-a-kind pink beaded dress for Victoria Beckham to wear to his New York store opening in February, the store received so many inquiries that Armani put the style into production for the Emporio Armani line.  The one-shoulder dress is $1,695 and available now at Armani/5th Avenue in New York, (212) 339-5950, and at Emporio Armani in Beverly Hills, (310) 271-7790.

Call it fashion on demand.

Photo: Victoria Beckham and Giorgio Armani at the designer's store opening in New York. Credit: David McKnight. 

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