The Oscars are on Sunday which for Gucci designer Frida Giannini, who unveiled her latest collection yesterday, is something of a godsend.
At a show at Milan Fashion Week which was in essence a finely tuned PR campaign devised to tempt Hollywood's most glamorous Academy Award attendees into wearing Gucci to the event, Evening Wear, not surprisingly, played a leading role.
Long, flowing dresses cut from light, almost entirely sheer tulle left little to the imagination.
Some had been delicately hand embroidered with navy stones and sequins which glimmered under the lights, while others, which creative director Giannini said were suited to "Pre Raphaelite goddesses", came with sheer blouson sleeves.
Each dress was cutaway at the back and cinched in above the waist with a strip of luxurious velvet to create a feminine but also slightly regal silhouette. A dramatic knee-length dress which was covered in its entirety in iridescent midnight-green feathers also appeared to be perfectly suited to the red-carpet.
Giannini's gothic take on glamour will delight the likes of Hilary Swank who chose to wear a Gucci gown to last year's Oscars and Florence Welch who is a long-time fan of the label.
While major fashion houses such as Gucci are rarely paid by the actresses who come to them for clothes ahead a high profile event, it is the prestige and publicity gained from their involvement with a brand that drives business and thus, makes attracting the attention of the Hollywood A-list such an imperative task.
Also at Gucci yesterday were a lavish offering of coats. An oversized harness jacket which was crafted from a combination of shearling and goatling - and destined for a seriously hefty price tag - was amongst the most striking on offer while a series of flowing capes cut from thick, woven wool also stood out.
Milan Fashion Week continues until Tuesday.
