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| Lash Fary posing with some of the products included in Distinctive Assets’ gift bags. | Source: Getty Images |
Fary, who confirmed he was in a safe location unaffected by the wildfires but had friends who were impacted, recently participated in a virtual interview with a Wish-TV news correspondent. During the segment, he discussed his initial thoughts about transforming what was already in the Grammy gift bags into items suitable for care packages.
"There's bound to be one or two items in here that would make good care packages, and as it turned out like, literally everything in here would make a great care package," added Fary.
He continued, "So, we just kind of converted them and decided, 'You know what, if everyone at the Grammys is gonna be having Frontera wine while they're celebrating their win, so can we provide that to folks who might need to day drink with all that they've had going on.'"
When addressing potential critics of the care package contents, Fary stated, "No one who's been through a disaster would ever have that reaction because for any of us who've experienced something tragic, really it's about something that's a distraction, it's about something that makes you forget, even if for a moment."
Lash also highlighted his company’s collaboration with Bright Harbor—an organization focused on disaster recovery assistance. According to the founder, Bright Harbor plans to offer over $1 million worth of its disaster recovery services to victims throughout award season.
Regarding the effort involved in transitioning from gifting celebrities to creating care packages for wildfire victims, Lash revealed, "It was remarkably easy and in fact, that's sort of always been the through line for our gift bags [...] even with what we give talent, all the items that are in these care packages are the same items we are going to be giving to Oscar nominees in a few weeks."
While Distinctive Assets intends to resume its regular gifting practices at the Oscars, this temporary change highlights the importance of giving back. The initiative serves as a reminder that even small acts of kindness can significantly impact rebuilding lives after tragedy.
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| Civilians comforting each other as they look at the destruction caused by the wildfires in Altadena, California on February 5, 2025. | Source: Getty Images |
Fary didn’t just redefine celebrity product placement—he revolutionized it. Known as the "Gift Guru" and the "Sultan of Swag," he has perfected the art of connecting high-end brands with Hollywood’s biggest stars, turning promotional gifting into a highly sought-after marketing trend.
He has collaborated with prestigious award shows such as the Grammy Awards, Latin Grammys, Tony Awards, American Music Awards, and BET Awards, among others.
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| Lash Fary at the 65th Grammy Awards in Los Angeles, California on February 3, 2023. | Source: Getty Images |
What started as an innovative concept has since become an industry standard, generating significant media attention and establishing luxury swag bags as a hallmark of award season.
With numerous television appearances and media features, Fary has used his expertise and influence to not only elevate brands but also support meaningful causes. His ability to seamlessly combine luxury with strategic promotion has cemented his reputation as the ultimate authority in celebrity gifting.
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| Lash Fary posing with products. | Source: Getty Images |
While Fary’s decision to shift focus this year marked a break from tradition, the contrast becomes even clearer when comparing it to last year’s Grammy gift bags. In 2024, Distinctive Assets assembled an extravagant $36,000 collection of high-end products for Grammy performers and presenters.
Unlike the exclusive Oscars gift bags, which are reserved for a select group of nominees, 145 individuals who appeared on stage at the Grammys—whether to perform or present—received identical gift packages, ensuring all recipients were treated equally.
The 2024 Grammy gift bag contained nearly 60 premium items, ranging from luxury beauty products and cutting-edge technology to unique experiences.
Among the standout items was a private performance by renowned mentalist Carl Christman, valued at an impressive $25,000.
The package also included a $299 smart bird feeder that doubled as a digital postcard sender, a $699 robotic pool cleaner, and noise-canceling Dyson headphones equipped with an air purification attachment. Even pet owners were considered, with organic, non-GMO kibble from Smack, worth $282.
A-listers like Olivia Rodrigo, Billy Joel, SZA, Lenny Kravitz, and many others received such luxury gift bags. However, recipients were reminded of potential tax implications—especially for high-value experiences like Christman’s private performance, which, if redeemed, required accounting considerations.
Despite changes in pop culture trends and the evolving dynamics of Hollywood, Fary believes the essence of these prestigious events has remained remarkably consistent.
Reflecting on his time in the industry during a 2019 interview, he noted that while award shows may seem to adapt to the times, their fundamental structure has stayed intact.
Fary drew parallels between the longevity of ceremonies like the Grammys and the evolution of celebrity gifting, recalling how his company was among the first to introduce high-end tech giveaways to performers and presenters.
One of Distinctive Assets’ earliest partnerships, for example, was with Apple, when the brand provided iPods as part of the Grammys swag—a move that, at the time, was groundbreaking.
His team was also instrumental in launching now-commonplace products, such as Keurig’s coffee pods, which were first introduced to Grammys attendees when the single-serve brewing system was still a novelty. Skeptics questioned whether the concept would catch on, but today, Keurig is a household name.
For Fary, the glitz and glamour of award season will always remain a staple of the industry, just as celebrity gifting continues to be a key element of the experience.
Whether curating extravagant duffel bags filled with luxury products or assembling care packages for those in need, Distinctive Assets continues to leave its mark on Hollywood’s biggest nights—proving that generosity, in any form, is always in style.
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