Let the Red Carpet Knockoff War Begin

At the 89th Academy Awards in Hollywood Sunday night—hours before everything went sideways on stage—Taraji Henson of Hidden Figures strode down the red carpet in a blue velvet gown from Alberta Ferretti that was dubbed “stunning” and “absolutely perfect.” Emma Stone accepted the Best Actress award for La La Land wearing a glimmering bronze Givenchy dress. And Viola Davis of Fences delivered a moving speech clad in a blazing scarlet number from Armani.

The red carpet at the Oscars has its own dedicated television and web shows filled with fawning (and acidic) commentators. The moment an outfit appears from the backseat of a limousine, it’s scrutinized from all sides. Fashion critics dissect trends, glossies, and cable squabble over who wore what best, and the labels try to figure out what’s catching on. It’s one huge advertisement, with celebrities paid to be runway models for a night before millions of captive eyes: If a dress or gown is a hit, dressmakers need to move fast.

As do the lawyers. The big fashion houses, some of which translate trends into affordable looks for retailers (few people are going to shell out thousands for a floor-length Valentino), must contend with unauthorized duplicates and adaptations that pop up in stores and websites almost instantaneously.