The 'Sultan of Swag' behind the unofficial Oscar gift bags breaks down the $120,000 in extravagant goodies this year, including over $20K in beauty treatments, a $9K Italian escape, $229 mental health orbs and more.
Meet the “Sultan of Swag” giving six-figure gift bags to the Oscar nominees up for the night’s biggest awards.
First off, who is getting this year’s gift bag? Is it all the nominees and presenters? What’s cool about doing this individually and having no affiliation with the Academy is that I get to decide who gets it. And I only give it to the top five categories: The nominees for best actor and best actress, best supporting actor and best supporting actress, best director, and then we always give one to the host or hosts of the show; this year it’s Jimmy Kimmel.
Viola Davis has shared photos from her free trips on Instagram, and thanked the resorts for a lovely time. Or, Ron Howard once took a gifted trip to Connecticut [Winvian Farm], and he loved the place so much that, three years later, he hosted his son’s wedding reception there. Or Amy Adams was photographed at the gym wearing this T-shirt that was in the gift bag one year that said, “Strong Is The New Skinny,” which then sold out. So these brands are paying me for access.
How do you decide which products or experiences to include? I’m not in a position where I have to accept everything that comes my way. And I definitely don’t just include anything. I pick stuff I like. It’s stuff I would give as a gift to Angela Bassett as a friend, even if she wasn’t an Oscar nominee.
Another trend is that over half of the products are from small businesses and Black-owned businesses. It makes me happy to be able to shine a light on these.
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