One of the things that celebrities almost never discuss in public is gift rooms at award ceremonies.
There was an episode about it in The Sopranos, but that was basically it in terms of trying to lift the lid on the whole practice. Essentially, it involves luxury brands offering celebrities free stuff in exchange for a photo taken beside their brand - for example, Rolex will literally hurl a Rolex at you if you agree to have your picture taken wearing one at their stall.
Shout out to Getty Images for capturing the moment Patti Lupone realised she could get free stuff in the Grammys gifting lounge by agreeing to be pictured with it and the magical journey that ensued pic.twitter.com/sfcNvxAItC
— Christopher (@ChrisBowes12) January 28, 2018
It's a way of marketing and the images are then disseminated out from there, and very often it's done as a means of associating the brand with icons of fashion, film and music.
For the people receiving the gifts - such as Patti LuPone - it's a way of scoring a load of free shit in exchange for posing for a few photographs. Observe, if you will, the moment Patti LuPone figured out she can get a metric tonne of free stuff in exchange for having her photo taken - because, let's face it, who wouldn't?
