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Broadcast by NBC, its TVs biggest night of the year and is expected to draw hundreds of millions of viewers.

S-bend is not the only post-period misnomer given to the style: perhaps youve heard monobosom or pigeon breast, and 1940 Vogue called it swaybacked (lordoticsurprisingly accurate)

Choose structured fabrics and well-fitted silhouettes to highlight your best features

Its timeless floor-length silhouette adds poise, while the beadwork brings a touch of understated sparkle

Now the Hucksters, an edgy local ad agency whose client list ranges from the Dynamo to a Louisiana strip club, is working to give the bargain-hunter's market a stronger brand identity