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		</div><p><a href="http://londonglossy.com/wp-content/uploads/2011/02/oscar-envelopes-go-for-glamour.jpg"><img class="alignnone size-full" title="The new Oscars envelope designed by Marc Friedland" src="http://londonglossy.com/wp-content/uploads/2011/02/min-oscar-envelopes-go-for-glamour.jpg" alt="The new Oscars envelope designed by Marc Friedland"/></a></p>
<p>Like many a star attending the Academy Awards, Oscar&#8217;s winners&#8217; envelope is getting a makeover.</p>
<p>For 70 years, the envelope was nothing more than a plain, white paper envelope, the kind available at any office supply store.</p>
<p>This year, the Academy Of Motion Picture Arts And Sciences is glamming up the way it unveils the names of those winning the industry&#8217;s highest honour: It&#8217;s replacing the plain white envelope with a custom-designed keepsake envelope and announcement card that looks great on TV.</p>
<p>&#8220;The idea of the envelope was created by the Oscars, so this really is THE envelope,&#8221; says Steve Bass, the production designer for this year&#8217;s show who helped usher in a new envelope era. </p>
<p>&#8220;It made so much sense to heighten the visual experience of what the envelope is.&#8221;</p>
<p>The new envelope, designed by Marc Friedland, is made of iridescent gold paper watermarked with little images of Oscar. It&#8217;s lined with shiny red paper embossed with gold Oscars. </p>
<p>The winner&#8217;s name appears on a heavy piece of lacquered red paper inside, with the category listed on the back. The envelope will be sealed with a shiny red sticker adorned with two strips of red ribbon.</p>
<p>It was also designed for ease of use: It opens quickly and the card inside slides out smoothly, so no precious papers will be torn or mangled during the award announcement.</p>
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