Designer Stella McCartney poses for photographers upon arrival at the Elle Style Awards in London, Tuesday, Feb. 23, 2016. (Photo by Joel Ryan/Invision/AP)
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Celebrities might be flocking to the front rows of this week's London Fashion Week shows, but some designers are swapping the runway for Hollywood's awards-season red carpets as the fashion world seeks new ways to draw attention.British designer Stella McCartney threw a party showcasing her latest collection at famed music store Amoeba, Saint Laurent Paris took over The Palladium music venue for its menswear show, Gucci announced a celebrity ambassador and Kenzo debuted a new short film.Tom Ford last year moved his London Fashion Week presentation, scheduled for after the Oscars, to Los Angeles ahead of the Oscars.At the Grammy awards, Justin Bieber and Beck wore Saint Laurent Paris while British singer Florence Welch, Gucci's new celebrity spokesperson, wore a blush pink dress by the brand on the red carpet.
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