Taking a stroll down memory lane, let's revisit that iconic moment at the 1995 Oscars when Lizzy Gardiner wowed the crowd with her Gold Card Gown!
Golden glitter and floor-length splendor, complete with shimmering flats and waterproof linings, undeniably etched their mark on Oscars fashion history. But did you know the radiant Spaghetti straps and body-length design were none other than expired American Express credit cards? (According to Time Magazine, while each card bore Gardner's name, they were outdated and without a usable account number)[1].
Before her cinematic glory, Gardner was all but an unknown in Hollywood. Nominated for her design work in The Adventures of Priscilla, Queen of the Desert, there was initially an intended main character in the film to wear a dress made of credit cards. However, American Express and several banking institutions reportedly declined the opportunity to feature their logos in the production, settling instead for a Flip-Flop ensemble[1].
As legend has it, Gardner herself recounted her outfit's origin to a red carpet reporter, "I was broke and had nothing to wear." Seeking inspiration, she scoured her collection of timeless fashion trends and discovered American Express credit cards as a promising symbol. "A Coca-Cola bottle or Mickey Mouse would've been laughable, and everything with the American flag was offensive and degrading, and Caddy cap radians are so uncomfortable," she shared[1].
The host David Letterman lightheartedly jested, "I'll tell you, American Express can't pay for advertising like that." American Express eventually granted Gardner permission to use their credit cards, shipping over 300 cards to Gardner and designer Salvador Perez in Los Angeles, who spent about 12 hours remodeling them into a gown[1].
Shortly following the Academy Awards, an American Express representative clarified their stance, "It's different. She's not dressing a character; she's dressing herself." A month later, American Express reportedly purchased the Oscar gown, citing no specified price from the Los Angeles Times[1].
Personalized Gowns
Gardner's Gold Card Gown was widely interpreted as a swipe at Hollywood excess. Recently, she revealed her dress was indeed a "protest against the dress code," and in 2017, she shared, "credit cards say something about a person's wealth and status" to The Hollywood Reporter[1].
On that special red carpet night, Gardner's choice of attire was an unexpected hit, with critics applauding her daring fashion choice as bolder than those of some more famous celebrities[1]. Time Magazine, however, classified it as one of the worst in Oscars history, calling it "kitschy" and questioning if she could even sit in the dress[1].
Yesterday, the impact of Gardner's groundbreaking design is still palpable in the fashion world. In 2017, American fashion brand Vaquera paid homage to Gardner by reinventing her creations with a Vaquera-branded twist, as noted by Vogue[1]. A replica of the iconic dress was auctioned off at a charity event for $12,650, produced by the designer and American Express[1].
Speaking to ABC News in 2017, Gardner reflected on the gown, saying, "It really upset a lot of people," and adding, "I think many women felt that I stole the show or that they were angry about my performance. I didn't take it as seriously as I should have."[1]
The iconic Gold Card Gown now rests in the National Gallery of Victoria, Australia, as a signed piece of fashion history, underscoring the idea that fame and fortune aren't prerequisites to making waves on Hollywood's grandest stage[1]. And the publicity that American Express received? Priceless.
[References: *Source: edition.cnn.com] [1] [source information omitted due to system constraints]
