The Sixth Annual Hollywood Style Awards from Hollywood Life Magazine took place last night at the Hammer Museum – sponsored by Express and Sebastian Hair Products. Most ladies more short looks in black or white – Kim Kardashian, who was named “Style Siren,” lived up to her name in a tight off-white deep V neck wrap jersey dress – and notice, her dark dark locks are back! Is that because she’s back with Reggie Bush, or because her tv reality show producers asked her to make it dark again? Her pal Kelly Osbourne, in a cool blond bowl Mod-style hair cut, looked unusually ladylike in white butterfly sleeved blouse and black skirt – she picked up the Style Original award. Lauren Conrad had an interesting style statement – she wore Aldo shoes that her stylist Britt Bardo attached spikes to the heels of. Heel detail is of course a big statement this fall. Sophia Bush, seen her with Hayden Panettiere in a violet short dress, is in a one of kind wrapped lace short dress with high neck, made for her by Maz Azria. And Pam Anderson, seen her with super photographer David LaChappelle, wore a pale pink Vivienne Westwood gown that looked like an amazing nightgown – short in the front and long in the back, with tons of ruffles. Of course, everybody got a ton of free products and posed for a ton of pictures. Did it have anything to do with real style? And does anyone care? The sponsors do, of course. And Hollywood Life Magazine has got to find a way to pay Bonnie Fuller, the new head of their website HollywoodLife.com, that big salary!

This Sunday night, at the Hammer Museum in Westwood – a spectacular locale for a party – Hollywood Life Magazine and the Entertainment Fusion Group present 6th annual The Hollywood Style Awards. Now, what are these, exactly? Really, they have little to do with style, and a lot to do with gathering young Hollywood cuties who take an excuse for a photo opp, to promotoe Hollywood Life Mag and it’s Bonnie Fuller-run Hollywoodlife.com website. The sponsors are big, thought – Express, Sebastian, and Dawn Hand Renewal with Olay Beauty.
The presenters and recipients are impressive: Hayden Panettiere, Lauren Conrad, Sophia Bush, Selena Gomez, Pamela Anderson, Kelly Osbourne, Kim Kardashian, Zachary Quinto, Katie Cassidy, Brody Jenner, Cheryl Burke, Gilles Marini, Amber Valetta, Max Azria, David LaChappelle, Emma Trask and Samantha Harris – but only Amber Valetta, Max Azria and photographer David LaChappelle have actually anything to do with real fashion. But no doubt, there will be some interesting outfits on display.
Why do celebs bother? The aforementioned photo opp, and the perks: Dawn Hand Renewal with Olay Beauty treatments, gifts by Fake Bake, jetBlue, Itty Bitty Bra, while Volkswagen is providing talent transportation in its new Touareg TDI clean diesel vehicles. You never know when VW might feel like gifting an actor or actress with a car! Of course, there will be a booze-fueled after-party, but other than that – we wish real stylists, photographers, hair and makeup people, and the real “style” community of Hollywood was represented – but they wouldn’t real help Hollywood Life Magazine to get on Wireimage! That’s Hollywood, folks.
If you’re a media person you can contact:

Joyce Sevilla // Entertainment Fusion Group // 310.432.0020 x108 // Joyce@efgpr.com
Page Jeter // Entertainment Fusion Group // 310.432.0020 x106 // Page@efgpr.com

Hollywood Life Magazine - formerly Movieline – started the franchise the Hollywood Style Awards in the early days of the magazine – and its continued to grow. More a red carpet opportunity for young Hollywood and a great WireImage people watching opp than a meaningful awards show, it’s still fun and very Hwood. This year, they will happen on October 12 – and for the first time in the event’s history, they will give a fashion award in conjuntion with the People’s Choice Awards – and people at home can cast votes. The Hollywood Style People’s Choice Award will be given to the most stylish cast of a tv show: “The Hills,” “90210,” or “Keeping Up With the Kardashians.” What, no “Gossip Girls”??????? No Bravo shows? No MTV shows? We’re not sure we agree with these choices, but Lauren Conrad might sell another t shirt as a result.

An online poll will be posted on pcaVOTE.com from Sept 18 to Oct. 3, featuring the three nominees. It’s free to vote for anybody who wants to. (WOW – free voting!!! What a concept!)  In fact, if you vote, you can enter a contest to attend the actual People’s Choice Awards, which are January 7, 2009.

This is a great idea, a great synnergy – but couldn’t they have picked more deserving contestants?