By Piya Sinha-Roy LOS ANGELES (Reuters) – Celebrities might be flocking to the front rows of this week's London Fashion Week shows, but some designers are swapping the runway for Hollywood's awards season red carpets as the fashion world seeks new ways to draw attention. Ahead of Sunday's Oscars ceremony, the most-watched entertainment event around the world, Hollywood has been the setting for numerous fashion events. British designer Stella McCartney threw a party showcasing her latest collection at famed music store Amoeba, Saint Laurent Paris took over The Palladium music venue for its menswear show, Gucci announced a celebrity ambassador and Kenzo debuted a new short film.

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Ahead of Oscars, fashion brands flock to Hollywood spotlight