Opinion | Fashion is integral to Oscars fame machine, but yes, ask her more

This year's Oscars was peppered with largely uninteresting gowns, although there were still some stellar creations. But it also heralded the spread of the #AskHerMore campaign.

Initiated by Reese Witherspoon, who posted the hashtag on Instagram during the run-up to the red carpet, the campaign urges the media to look beyond the dresses of the female stars.

What's it all about? A double standard exists in Hollywood. The question "Who are you wearing?", and the focus on outfits and bodies, applies to actresses but not actors.

The red carpet question has supporters and detractors, but here have been attempts to muffle it: this year Access Hollywood red carpet presenters struck the question from their lists, inspired by Witherspoon and the campaign.

It was a meaningful gesture, considering the potential backlash from viewers who are interested in the answer.

The actresses' frustration is understandable, as actors and actresses are treated very differently in Hollywood. The media still adopts a male-oriented way of portraying women. On top of that, actresses stop getting offered lead roles once they hit 40.