Los Angeles - The unusually high number of Oscar contenders this year has set off a frenzy in style circles as old and new designers clamour to outfit stars for the red carpet - the fashion runway of all fashion runways.

This year, 10 films instead of five are nominated for Best Picture - the widest Academy Award contest in more than 65 years that will likely load the Kodak Theatre with stars.

As important, a host of new faces including Carey Mulligan, Anna Kendrick and Gabourey Sidibe are giving designers new faces and new looks for which to design.

How do stars decide what to wear? Politics, trends, money, loyalty - fashion is an exceedingly complicated business. And the red carpet at the Oscars puts it under the microscope.

With the telecast, the Academy Awards ceremony is the best place for couturiers to advertise themselves and their creations. Each gown or accessory is said to reap an estimated US$1 million (S$1.4million) worth of publicity for the designer.

Indeed, a photo of a star wearing an outfit can easily set off a style trend and define a designer's career.

Actress Diane Keaton, for instance, showed up at the Oscars in the signature, male-inspired suit she popularised in 1977's Annie Hall and spawned a fashion movement.

Here is an Oscar fashion flashback, before this year's ceremony kicks off tomorrow (Monday morning, Singapore time).

See photos:

»Oscar fashion: Hits and misses

»Memorable Oscars fashion