The red carpet provides a specialised setting for encouraging pseudo-events. It allows for the dynamics of fashion, movie stars, and celebrities in relation to the history of consumer culture, but it also includes a wider variety of players and events that are worth taking into account. The interactions between stars and celebrities, costume and fashion designers, publicists, advertisers and sponsors, stylists, fashion experts, fans, consumers, film and television executives, talent agencies, gossip journalists, and the general media are what may be seen as the driving force behind contemporary marketing practices. Literally stated, a red carpet is traditionally used to denote the route walked by heads of state on ceremonial and formal occasions and has been extended lately to be used by VIPs and celebrities at formal events. The significance of stars and celebrities on the red carpet stems from their role as mediums for transmitting fashion discourses through their attained celebrity. In this sense, their underlying significance is determined by their cultural meanings. Because of their metamorphosis into leading social elites, some consider them worthy of emulation.
Likewise, “red carpet treatment” and “rolling out the red carpet” are commonly used to allude to any special efforts done in the enthusiasm of hospitality. The term “red carpet” first appears in a Greek play, Agamemnon, written by Aeschylus, the famed Greek playwright, in 458 BC. Since then, the red carpet has been used to welcome dignitaries and celebrities in India. In fact, the Rajya Sabha, also known as the House of Elders, has red carpets laid out, while the Lok Sabha, or Lower House, has green carpets. Despite this, the Lok Sabha has more powers than the Rajya Sabha. The concept of ‘fame,’ which underpins both stars and celebrity as an encompassing factor, becomes historically relevant to understanding the red carpet as a cultural phenomenon. The red-carpet phenomenon has significant cultural repercussions that flow from debates in the media surrounding it as well as its significance as a marketing platform for celebrities and fashion designers. The media attention paid to red carpet fashion nowadays seems unprecedented and is expanding at an exponential rate as the number of media sources and red carpet parades rises.
Now, pointing to the Cannes Film Festival, it has always been much more than a mere celebration of cinema. The film festival also serves as a fashion platform, serving as one of the most glamorous runways for designers to demonstrate their talent and craft, as well as for celebrities to express their fashion choices. The Indian presence in Cannes has been a talking point throughout the years, with numerous iconic moments to treasure as more and more influential Indian figures stroll down the 24 steps to the Palais. People stroll the red carpet to announce their presence and to feel connected to their followers. Furthermore, the red carpet has become an essential aspect of the fashion of the Indian film industry’s elite at award events.
A red carpet is more than simply a carpet; it is an occasion for people to talk about their appearances. For an extra special touch, rent velvet ropes and bollards (stanchions) to place on either side of the carpet. Of course, keep in mind that there will always be a paparazzi frenzy on every red carpet when employing performers with flashing cameras. Rolling out the red carpet is made more intense by flashing camera flashes and pushy people behind the ropes. In May of this year, the world’s most prestigious fashion event was held in New York City, providing India with a moment of pride as the red carpet was made in India. While famous Indians like Deepika Padukone and Alia Bhatt designed most of the world’s commemorative designs, celebrities from all around the world walked the red carpet that was built in India.
Indeed, the red carpet notion is not Indian in origin, and it has more than simply monetary worth, as it serves as a symbol of royal achievement in the fields of art, film, fashion, and other celebrity-related fields. It has been transmitted by modern communication means from European and Western countries to Asian countries, notably India, the world’s leading derivative country. There is homogeneity in this shift, without a doubt, but it has generated the cogitative line that most superstars seek to accomplish presently. They put in extra effort to be able to participate in these kinds of events. Films and fashion are not vying for viewers’ attention. Even if one talks about Indian celebrities’ red carpet outfits, it’s a moment of celebration for the countless designers and artisans who invested hundreds of hours into producing that, and this, like any art form, deserves its day. It’s a memory to cherish.
