And The Winner Is ...

... Calvin Klein!

I have not said a lick about the fashion from The Academy Awards, not a lick. Probably because I got so caught up in the advertising and the spectacle that was James Franco and Anne Hathaway. Can you blame me?

But the truth is that Oscar night really is about the fashion, and it's the fashion designers' night to shine .... and to market. These labels only have a few moments where they really can market themselves, so they need to work it. It's all about getting the buzz and the photo opp that lives beyond the night itself.

If you notice, the dresses were pretty evenly spread across most of the big designers. They each seemed to have one big chance. Vera Wang, Marchesa, Dior, Valentino, Versace, etc. Only a few designers made it on more than one of the big showcased actresses.

Rumor has it that Natalie Portman was supposed to wear Dior, but made a last minute change given the "news". Jennifer Hudson made a big splash in Versace, but it was more about her Weight Watchers body than anything else. And Cate Blanchett caused a stir with Givenchy, but opinions were spread from good to bad.

Anne Hathaway changed eight times on stage, plus her red carpet dress. Each one from a different designer. The marketing moment of the year would have been if one designer "sponsored her". That would have been cool.

Little did we know that there was also a Design Challenge happening at the same time. Nine up-and-coming designers were competing to have their dress worn by the "escort" on stage. The winner was chosen by the public online. This was the third year in a row and it went totally under the radar. Cool idea, but it needs more promo for us to notice (or care).

For me, the winner was Calvin Klein. Not a new comer by any means, and not any where near as flashy as many of the others. Simple style, straight lines. Not something I am necessarily known for in my own clothing choices! Calvin Klein dressed Jennifer Lawrence and Gwyneth Paltrow and they both looked amazing. A double hit in my book.

Although we have all focused on the disastrous portions of the night, I think it's time to give fashion its due credit. It was a great night. (although I have not had a chance to hear from Joan yet!)

What's your experience? Jim.