HOLLYWOOD — Car brand rejuvenation 101: Spend a gazillion on an Oscar week fashion extravaganza; invite every youthful model, thesp and clubgoer within a 20-mile radius; and hope all that hipness rubs off on the wheels.
In keeping with that premise, GM held its fourth annual “Ten” event on a stormy Tuesday at the corner of Sunset and Vine.
The mammoth tent, which easily could have passed as a prop from “Die Another Day,” housed a runway the length and width of a basketball court. and ceiling machines that fluttered forth faux snow as Jamie Foxx strutted the catwalk. Guests no doubt were pleased with the fake stuff after braving L.A.’s rampant rain in order to attend.
The idea at play here was to position cars as a fashion accessory. Each model (Vivica Fox, Regina King and India.Arie were among them) was followed down the runway by a polished GM vehicle.
Among those on hand for the Kanye West perf that followed the fashion show were Quentin Tarantino, Dennis Hopper, Penny Marshall, David Spade and Jamie Kennedy.