MTV EMAS: THE AWARDS CEREMONY WHICH STYLE FORGOT

Posted by Bethan Holt, Fashion Junior at Large

There's little more predictable than the Hit or Miss declarations which flood the internet the morning after a big awards ceremony. However, a sad day has come, fashion friends, because there is not a single, smidgen of a "Hit" to be found among the fashion graveyard of frocks and get-ups which constituted the attire of attendees at last night's MTV European Music Awards. No wonder little Justin Bieber stayed away, probably for fear of suffering an allergic reaction to Rita Ora's excessively red and meringue-like Marchesa or getting strangled up in Isabeli Fontana's abundant arm fringing.

Rita Ora does 80s mega meringue

We can usually rely on at least a handful of our most manufactured music stars to have found themselves a half-decent stylist to help them negotiate their way through red carpet dressing. The thing is, Rita Ora usually looks super cool and is the perfect poster girl for the Pop look right now with her cute beanies, distressed denim and blinged up street wear, so whatever possessed her to wear a dress resembling something Elizabeth Taylor or Princess Diana might have worn to the opera in 1983? Not that wasn't a fabulous look in that context, but there's a time and a place. Lana Del Rey also hit a new wardrobe low last night in a silky black wrap dress which, paired with a crucifix, looked like the most paltry effort at Goth ever witnessed. We're wondering if Germany- the ceremony took place in Frankfurt- has imposed some kind of import ban on gorgeous, stylish and relevant fashion?

Heidi Klum in one of her 8 Versace looks

Poor Heidi Klum took the brunt of the style no-show last night. We can sympathise somewhat because Klum was kitted out in eight Versace looks for the evening in her role as host. It's an easy mistake to make, who wouldn't say yes to the opportunity to wear the brand new collection, virtually fresh off the catwalk and long before it hits stores? What Heidi maybe neglected to see was that Versace SS13 is a very "Donatella" collection- all lacing, fringing, tie-dye and acres-of-flesh baring. Heidi's stylist Maryam Malakpour told District MTV that the looks fitted nicely into the evening's circus theme, though to my eye Heidi's look went a bit more Malibu Barbie than Circus ringmaster. None of which is very now nor befitting of the ceremony which is beamed across the world and should really showcase the very best of young, cool fashion today. The final nail in the fashion coffin of the MTV EMAs? The conspicuous absence of fashion-meets-music darlings One Direction, who star in the December issue of Vogue and have a very sweet Wonderland cover. They did well to stay away. Rita, Lana, Heidi we forgive you, but please, please do better next year.