Irving “Swifty” Lazar, a legendary talent agent, was a fixture in Hollywood, hosting the Academy Awards watch party that became synonymous with the glitz and glamour of Tinseltown. From 1964 until his passing in 1993, Swifty’s parties dictated the social scene, with A-listers curated and seated meticulously, keeping the hierarchy of Hollywood intact.
When Swifty died, Graydon Carter, then editor of Vanity Fair, saw an opportunity to craft his own legacy in Hollywood. With aspirations to bridge the gap between his magazine and the film industry, Graydon envisioned a party that would not only elevate Vanity Fair but also reintegrate him into the Hollywood fold, having been previously perceived as an outsider through his work at Spy.
Graydon believed that with the right venue and approach, he could make the magazine a staple in Hollywood’s cultural landscape. His vision was supported by Si Newhouse, the owner of Condé Nast and a man enamored with the allure of film, who approved Graydon’s ambitious plan.
Morton’s, a high-profile West Hollywood restaurant, was initially chosen as the venue for this star-studded gathering. Unfortunately for Graydon, he learned that Steve Tisch, a prominent producer, had already secured the location for his own event. Rather than yielding defeat, Graydon proposed co-hosting the party with Tisch, who accepted the offer, lending credibility to Graydon’s move.
This coalition marked the beginning of Graydon’s rebranding effort. No longer just the satirical voice of Spy, he was ready to charm Hollywood’s elite as a genial host. One of his first steps in softening his image involved reaching out to prominent figures who had felt his sharp edge in the past, such as gossip columnist Liz Smith. His sincere attempt to mend fences included a public invitation for her to appear in Vanity Fair, a bold move aimed at showcasing his new persona.
To further solidify his position within the Hollywood elite, Graydon recognized the need to collaborate with Jane Sarkin, a respected figure known for her extensive connections in the celebrity world. After a rocky history where Graydon had embarrassed her at Spy, he made a concerted effort to keep Sarkin on board, acknowledging her importance in navigating the intricate world of celebrity.
Repairing bridges also meant extending an olive branch to entertainment mogul Barry Diller, who had often been derided in the media. By reaching out through Diller’s wife, Diane von Furstenberg, Graydon successfully garnered Diller’s goodwill, marking a pivotal moment in his charming overhaul of relationships in Hollywood.
The first Vanity Fair Oscar party in 1994 was the culmination of Graydon’s rehabilitation efforts and marked a significant milestone in the magazine’s history. A-list celebrities such as Tom Cruise and Nicole Kidman attended, alongside industry titans like Liam Neeson, Natasha Richardson, and Nancy Reagan. Graydon greeted every guest personally, signifying his transformation into a social player in Hollywood.
Despite a few notable absences, including Jack Nicholson and Demi Moore, the party established itself as a must-attend event, garnering instant prestige and attention. The following year, Graydon capitalized on this success by launching a special “Hollywood Issue” to coincide with the Oscars, featuring an extravagant photography portfolio shot by renowned photographers Annie Leibovitz and Herb Ritts.
However, success was not without controversy. The special issue faced backlash for its lack of representation of Black voices and depicted its subjects—particularly women—through a potentially reductive lens. Sherry Lansing, a pioneer in Hollywood leadership as the first woman to lead a studio, was furious after Vanity Fair used an old swimsuit photograph of her without prior consent, raising questions about the magazine’s sensitivity toward women’s portrayal in the industry.
Even amidst the fallout, Lansing agreed to attend the subsequent Oscar party after an amicable lunch with Graydon, showcasing the practical side of Hollywood relations. Graydon demonstrated strategic foresight, leveraging exclusivity to enhance the allure of the Vanity Fair party. In the absence of social media, the party became a key event that defined status, drawing the attention of numerous news outlets.
Attendance at the Vanity Fair Oscar party became a coveted achievement, an indicator of cultural relevance within the industry. The allure of exclusivity drew such intense interest that guests went to great lengths to secure invitations, from impersonating service staff to cleverly devising schemes that fooled security.
The atmosphere at the parties became electric, with celebrities blending seamlessly with everyday attendees. Even notable figures like Will Smith and Sandra Bullock lined up as though they were part of the fabric of the festivities. Graydon had successfully turned the Vanity Fair party into an annual cultural landmark.
Behind the scenes, the financial and logistical prowess of Condé Nast fueled the party’s extravagant reputation. Si Newhouse endorsed the growing costs of the event, which saw expenditures that catered to luxury in every detail. From opulent invitations printed on fine stationery to elaborate hors d’oeuvres curated by top chefs, every aspect reflected a commitment to excellence.
One of Graydon’s most extravagant ideas included a custom project where artists manipulated apple growth to produce bespoke fruit for centerpieces. Such fanciful touches underscored the passion that had turned a mere after-party into an iconic soirée that many aspired to be a part of.
Graydon Carter had not just revived a tradition; he had transformed Vanity Fair into the heart of Hollywood’s cultural celebration. The roar of the parties could be felt throughout the industry, reaffirming Condé Nast as the quintessential host of celebrity culture. By cementing this status, Graydon ensured that Vanity Fair would remain an essential player in the fabric of Hollywood.
As the lights dimmed and the final guests departed from Morton’s each night as they wearily stepped into the cool dawn, it was clear that Graydon’s vision had reshaped the Oscar party landscape, earning Vanity Fair an indelible mark on the cultural bedrock of America.
image source from：hollywoodreporter
