Press junkets, social media posts and contractually obliged red carpet appearances are all par for the course when you’re a movie star promoting your latest film.
But now celebrities are taking marketing to the next level by dressing up in ensembles inspired by their characters at award shows as a clever way to drum up excitement for the audience.
Vogue described the tactic as a ‘chance to extend a project’s cinematic universe onto the red carpet before the movie even