It took a forthright Aussie sheila to finally call out the red carpet sexism that is rife at this time of year.
The hoops through which women are expected to jump include a podium that spins for a 360 view of their frocks and the mani-cam for close-ups of theartwork on their nails.
Cate Blanchett called time on such malarkey at the Screen Actors' Guild awards about a particularly objectifying up-and-down camera shot. She asked of the camera operator, the entertainment news channel and the world if men were subject to the same treatment.
Fair point Cate, but it could be asked - what took you so long? And as a follow-up, it's the nature of the business isn't it?
She wasn't alone in pointing out the ridiculous lengths actresses are supposed to stoop to - fellow award season winner Elizabeth Moss playfully gave the lens the fingers when she was directed to put her manicured digits in the camera tube.
It's no surprise that only actresses of the calibre and standing of Blanchett and Moss are resisting the extremes of the red carpet which has become more "newsworthy" than the actual awards themselves.
Their feisty response to such indignity is way overdue. Imagine Katherine Hepburn, Grace Kelly or Lauren Bacall being asked to submit to such exposure. And having what they wore overshadowing what they acted in. If the gap between how stars of a different age is widening, the gap between actors and actresses is a gaping chasm. The red carpet is now a fashion runway where actresses have to succeed or be scorned.
And it's a cause that singer Lorde has also taken up, noting her own feminist credentials in interviews. On Monday night, she will take her own red carpet walk for the Grammys. And the lass from Devonport walks to her own beat. We have come to appreciate and admire the jerky dancing, a face that "feels what it hears" and creative lyrics that stand out in a sea of sameness. She herself has compared her stage presence to Gollum.
