How the VMAs Became the Red Carpet Home of the Brave
Since its inception in 1981, MTV has unequivocally positioned itself as an alt-television behemoth. It became known for its late-night music video showcases, world premieres, and youth-driven formatting, but it was truly of the cultural zeitgeist after the introduction of the Video Music Awards in 1984.
Regarded as one of the entertainment industry’s most illustrious and fascinating awards showcases, the VMAs has built a reputation for honoring what’s new, now, and next in music and visual storytelling. It’s also become a red carpet ‘home of the brave’ (if you will) for those music artists and creatives who aren’t afraid of pushing fashion boundaries. Artists and celebrities have provided shock-factor and scene-stealing fashion moments at just about every VMAs since its genesis—Rose McGowan’s crystal-netted string dress in 1998, Pamela Anderson’s cinched-corset and oversized feather hat in 1999, Nicki Minaj’s Harajuku-inspired look in 2011, and Saweetie’s Flintstones-inspired gown in 2023, to name a few.
“Musicians are much bigger risk takers when it comes to fashion,” says author and publicist powerhouse, Kelly Cutrone. “They do not have the same restraints of perception as actors; therefore, they are willing to take that extra step in self-expression, while moving their careers and the designers they wear forward.”
The music landscape evolves in tandem with the fashion world, helmed by many of the same purveyors of style and curators of cool, who over the years have anxiously awaited their turn to create a memorable moment on the VMAs red carpet. Take, for example, Lady Gaga’s infamous 2010 meat dress—constructed of raw flank steak—which hoped to send a message about issues the LGBTQ+ community faced. Or Chappell Roan’s 2024 billowing, 15thcentury-inspired gown that nodded to Joan of Arc, replete with chainmail armbands, spiked metallic nail claws, and a metal sword. Or GloRilla’s futuristic and sporty metallic three-piece ensemble, worn last year to pay homage to TLC’s Lisa “Left Eye” Lopes’ wardrobe in the group’s 1999 VMA-winning “No Scrubs” video, cleverly tying in her own birth year to the song’s year of release.
“The perfect red carpet look is daring, original, and eye-catching. I love a look that references a style or a trend past, but puts a new, fresh spin on it,” says creative director of Off-White and stylist Ib Kamara. And for Kamara, the one artist that consistently hits the mark and gets it right every time is Beyoncé. “She has always been a star, and every time she appears on the red carpet you know she will look flawless,” he adds.
Having a birds-eye view to the yearly parade of fashion, Lauren Paige—a former publicity co-lead at MTV’s parent company, Paramount—says “you have to bring it!” when stepping onto the VMAs red carpet. Paige worked on the awards show for four years, helping to shape the landscape of the event and escorting talent on the carpet. “The VMAs is the ultimate source for experimental dressing, and is the cultural mecca of awards shows,” Paige says. “When you step onto that carpet, you’re stepping onto historic grounds where some of the world’s most celebrated artists have delivered incredible fashion moments.”
A VMAs red carpet placement can propel emerging designers and burgeoning brands into fashion world consciousness, especially if worn by the right talent. While the presence of legacy brands and established designers being consistently worn to red carpets is often seen as a ‘safe bet,’ artists at the VMAs have championed their favorites, like Cardi B in Dilara Findikoglu and Olivia Rodrigo in Ludovic de Saint Sernin in 2023.
Celebrity and editorial fashion stylist Joiee Thorpe believes brands like Versace remain a top choice for the VMAs because “it’s a sexy brand that has become a red carpet staple.” The likes of Dolce Gabbana, Mugler, Balmain, and Gucci remain fixtures because, as celebrity fashion stylist Aaron Hawkins says, “these brands are built on drama, sex, and spectacle. And that’s exactly what the VMAs demand.”
