'Tis the (Oscar) Season of Gifting

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"A couple of members of the popular Black Eyed Peas group called them after, and they are now creating jeans for the band's tour. That's not access most normal fashion companies have. Everyone wants to dress celebrities, but how do you do it?" he asked.

Fary also described couture designer Escada's pursuit of Teri Hatcher of ABC's "Desperate Housewives." It finally paid off at the Grammys when the star took a fancy to the line's ski jackets in the gifting lounge.

Squeamish Celebs

Not all celebrities are comfortable with what can be perceived as excess laid out before people who "have it all."

Some already have endorsement deals they must protect. Others are sincerely concerned about being perceived as greedy, even if the products are openly given as "thank you" gifts. Fary admitted to getting e-mails from a public sometimes upset with the proliferation of celebrity freebies.

Actor Keanu Reeves -- who will be a presenter at this year's Oscars -- got a lot of attention last year when he refused to accept any gifts for attending the Sundance Film Festival. Comedian and talk show host Ellen DeGeneres routinely auctions off some of her celebrity freebies and gives the proceeds to charity.

And charitable is what Fary plans to be to this year's Oscar "also-rans."

While the resourceful sultan of swag cannot have a hand in the official Academy gifting, six categories of nominees who come away without a gold statue will be offered a lavish gift bag worth more than $46,000. It includes a three-day, all-expenses-paid Vegas resort retreat, which may help to make it all better.

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