Oscars 2024: Inside the $350K Celebrity Gift Bags & Gifting Suites
Twenty years after the Academy of Motion Picture Arts and Sciences officially discontinued its famed “goodie bag,” the practice of lavish gifting surrounding the Oscars has not only persisted but has evolved into a discreet, yet intensely competitive, industry in its own right. Even as the Academy’s own efforts were curtailed by IRS scrutiny over the tax implications of non-cash compensation, a new wave of gifting “moguls” have stepped in to fill the void, hoping to secure valuable social media exposure from Hollywood’s elite.
This year, as in recent years, the epicenter of this gifting frenzy is Lash Fary, founder of Distinctive Assets. Fary’s company doesn’t simply assemble a bag of presents; it orchestrates entire gifting “suites” in luxury hotels and spas, requisitioning space and populating it with items intended to entice A-listers into posting about them on Instagram and other social media platforms.
A visit to one such suite, located just off Sunset Boulevard, reveals the sheer scale of the operation. The items on display are a curious mix of luxury and novelty: a luxury T-shirt with an anti-ICE message, a state-of-the-art electric flosser, a fully customized prenuptial agreement drafted by divorce attorney James Sexton, stays at villas in Costa Rica and Ibiza valued at $30,000 and $65,000 respectively, a glittery “hydro jug,” and a selection of five different cannabis brands – legal in Los Angeles, but restricted to in-state consumption.
“It’s just under $350,000-worth for all of the bag for each person,” Fary stated, gesturing towards the luxury luggage used both to contain and deliver the gifts. The luggage itself is tagged with the names of potential recipients, including Michael B. Jordan and Kate Hudson.
Distinctive Assets’ approach is designed for maximum convenience. The “Everybody Wins” gift bags are delivered directly to nominees, directors, and the reveal’s host, Conan O’Brien, eliminating the need for them to visit the gifting suite. “They have to do nothing,” Fary explained. “They just enjoy the spoils. Rose Byrne wanted hers shipped back to New York, so it’ll be waiting for her when she gets home to Brooklyn. Sometimes, they’ll want it dropped off under whatever alias they’re staying at the hotel. Last time Rachel McAdams was nominated, she happened to be in her business manager’s office taking a meeting when she saw it being rolled in and was like: ‘Is that my gift bag?’”
The gifting isn’t universal, however. The bags are reserved for the 20 acting nominees, the five directors shortlisted for awards, and the host. Cinematographers, editors, screenwriters, and other key contributors are excluded from this particular largesse.
Fary emphasizes that recipients are under no obligation to provide reciprocal publicity. “If they don’t post a single thing, that’s fine,” he said. “I’ve been doing this long enough that we used to get a handwritten thank you note, which was lovely.” The ultimate goal, however, is social media exposure. Fary cited Viola Davis’s Instagram posts from a trip to Hawaii that was included in a previous gift bag, and Amy Adams’s decision to wear a T-shirt from a bag to the gym as examples of successful outcomes.
Fary also highlighted some of the more unusual items in this year’s selection, including “Mineral Undies” – underwear made from tree fibers and mineral zinc oxide – proclaiming, “Really lightweight and breathable! I’m wearing them right now!”
Nathalie Dubois of Dubois Pelin and Associates represents another significant player in the gifting landscape. With two decades of experience, Dubois focuses on intriguing and surprising celebrities, offering a different approach than Fary’s eclectic mix. She specializes in traditional luxury brands, securing their inclusion in her gift presentations.
Dubois’s gifting process is more personal. Celebrities are required to collect their swag in person, and she rents five hotel suites and a garden in Brentwood to facilitate this. “We choose that location strategically,” she explained. “It’s in the hills so we don’t have too many losers knocking at our door. You have to pay for parking, so they hesitate.”
The process isn’t without its challenges. Dubois recounted instances of individuals attempting to impersonate celebrities, sex workers attempting to pose as actors, and groups falsely claiming to be part of a television show’s cast, even one individual attempting to scale a wall to gain access to the garden.
The gifting suites, and the items within them, represent a complex intersection of marketing, celebrity culture, and the enduring allure of Hollywood glamour. While the Academy’s official goodie bag may be a relic of the past, the practice of showering nominees with gifts continues to thrive, fueled by the hope of a coveted Instagram post and the enduring power of star influence.