Naked Dressing, Once a Red Carpet Stunt, Is Now a Business

Luxury fashion’s latest trend is less about what you wear, and more about what you don’t. At separate high-profile events, actors Margot Robbie and Dakota Johnson brought new attention to the sheer dressing phenomenon, underscoring its growing importance in the luxury market.

Robbie, the actor and producer behind this summer’s hit film A Big Bold Beautiful Journey, attended the movie’s London premiere in a sheer, beaded Giorgio Armani Privé gown. The ensemble, a tribute to the recently deceased designer, showcased intricate beadwork while revealing the star’s bare backside, turning a red carpet appearance into a headline-grabbing moment.

Meanwhile, in New York, Johnson opted for a black Gucci number at Kering’s annual Caring for Women gala. The sheer floral-embroidered gown revealed a matching bra and panty set, continuing a high-fashion trend that has become a staple for major brands like Gucci, a key Kering holding. The gala, attended by a mix of Hollywood and media elite, including Demi Moore and Vogue editor Anna Wintour, highlighted the growing synergy between celebrity influence and luxury brand visibility.

The shift from traditional formalwear to these highly revealing looks reflects a broader trend in how brands use star power. These ensembles, often custom-made, are now a strategic component of brand marketing, leveraging a star’s ability to generate immense social media and press coverage. What was once considered a risk has become a calculated business move, driving significant buzz and consumer engagement for the houses behind them.