Influencers like Ankush Bahuguna, Aayush Mehra, and Nancy Tyagi, by successfully walking the red carpet at the 77th Cannes Film Festival this year, have created a revolution, while democratising the international festival and making it inclusive. Their confident and stylish appearances have made the festival much more accessible and relatable to the general public than in the past, bridging the visual communication gap between lay people and the prestigious global celebration. Most of the influencers, from diverse walks of life, are bringing a fresh, inclusive perspective to Cannes. By highlighting the festival’s evolving role as a platform for diverse voices, disciplines and cultural statements, they underscore how digital creators are playing a pivotal role in making Cannes more inclusive and connected to a broader audience. In the context of the broad-based Cannes, The Pioneer’s Tanisha Saxena explores how influencers walking the red carpet at the Cannes Film Festival have proved to be game changers.
The 77th Festival de Cannes concluded with a spectacular array of films and awards, showcasing the best in global cinema. Chaired by Greta Gerwig, the jury honoured Sean Baker’s Anora with the prestigious Palme d’Or, while Payal Kapadia’s All We Imagine As Light received the Grand Prix. Jacques Audiard’s Emilia Perez won the Jury Prize, and Miguel Gomes was recognised as Best Director for Grand Tour. Special awards went to Mohammad Rasoulof for The Seed Of The Sacred Fig and Jesse Plemons for his role in Yorgos Lanthimos’ Kinds Of Kindness.
The festival was also notable for its inclusivity and celebration of emerging talents in different genres, with awards like the Short Film Palme d’Or going to Nebojša Slijepevi’s The Man Who Could Not Remain Silent. The Caméra dOr was awarded to Halfdan Ullmann Tøndel for Armand, recognising the best debut feature across all official selections.
Cannes 2024 further cemented its reputation as the pinnacle of cinematic achievement, drawing attention to both established filmmakers and promising newcomers alike. In addition to its cinematic achievements, the 77th Festival de Cannes also emphasised fashion and branding, with celebrities and attendees making bold style statements on the red carpet. Luxury brands and designers showcased their latest creations, creating a synergy between film and fashion that was celebrated throughout the event. The festival not only highlighted outstanding films but also served as a platform for the convergence of art, culture, and high fashion, further solidifying Cannes as a glamorous and influential cultural event on the global stage.
Of course, there have been debates about the balance between art and commerce at Cannes, with some critics arguing that the festival has become too commercialised. Are we placing too much emphasis on red-carpet appearances? Does it make sense for influencers to be walking the red carpet?
The legacy of Cannes
The Cannes Film Festival, an annual spectacle of cinematic excellence and high fashion, has evolved into one of the most prestigious and influential cultural events in the world.
Since its inception in 1946, Cannes has transformed from a modest showcase of international films into a glamorous celebration that attracts the crème de la crème of Hollywood, European cinema, and global filmmaking talent. Recently, this evolution has included a new wave of influencers making headlines on the Cannes red carpet, adding a modern twist to the festival’s timeless allure. As we trace the festival’s rich history, it becomes evident that Cannes is more than just a film festival; it is a confluence of artistic achievement, glamour, and enduring cultural significance.
Film critic Murtaza Ali Khan explains, “The Cannes Film Festival spans approximately 12 days, beginning with a glamorous opening ceremony that sets the stage for the event. Celebrities, filmmakers, and dignitaries walk the iconic red carpet, marking the festival’s official start.”
In addition to the main competition, Cannes features several specialised sections, such as Un Certain Regard, highlighting innovative and daring works, and the Cinéfondation, showcasing short films by students. The Director’s Fortnight (Quinzaine des Réalisateurs), an independent section, also runs concurrently with the main festival. Beyond screenings and awards, Cannes serves as a significant marketplace for buying and selling films, hosting numerous industry events, networking opportunities, and business deals.
Amidst the film showcases and business activities, Cannes is renowned for its glamorous parties, premieres, and other high-profile events attended by stars and industry professionals alike. The festival culminates with a closing ceremony where the coveted Palme d’Or and other awards are presented, marking the conclusion of this prestigious cultural event that celebrates the best of international cinema.
How fashion is elevating the Cannes Film Festival
The Cannes Film Festival has long been a showcase for iconic fashion moments that transcend mere style to reflect broader societal trends and issues. From Grace Kelly’s timeless elegance in 1955 to Jane Birkin’s daring sheer dress in 1969, these moments have often mirrored evolving attitudes toward fashion and personal freedom. Princess Diana’s sophisticated gown in 1987 epitomised the blend of royalty and global influence, while Madonna’s provocative Jean Paul Gaultier ensemble in 1991 challenged traditional norms and celebrated female empowerment. Aishwarya Rai Bachchan’s debut in a traditional sari in 2002 brought Indian fashion to the global stage, and Angelina Jolie’s maternity fashion in 2008 celebrated the beauty of motherhood.
Actress Richa Chadha has weighed in on the ongoing debate surrounding the Cannes Film Festival, emphasising its dual role as a celebration of both cinema and fashion. Attending the festival with her husband, Ali Fazal, Chadha responded to criticism that the event has of late been focusing more on fashion than on films.
Taking to Instagram stories, Chadha urged critics against disparaging participants, noting that many are grateful to sponsors who enable their attendance. She acknowledged the festival’s value as a marketing platform, stating, “There is a lot of chatter on social media about Cannes, fashion, film, etc. I just want to say, Don’t sh*t on anyone, please. People are excited to be here. I notice the ones that are thanking brands/designers/alcohol labels that are bringing their influencers here. It is also a great venue for marketing, no? Let them be.”
While fashion is a significant and glamorous part of these events, it is important to remember that the core purpose of film festivals is to celebrate and promote cinema. The attention to fashion does not necessarily diminish the importance of the films but rather adds another layer of cultural significance to the festivals.
Influencers and actors shine together
The 77th Cannes Film Festival saw Indian social media influencers make a significant mark on the red carpet, if not eclipsing some of the traditional Bollywood stars. Prominent figures such as Aayush Mehra, Viraj Ghelani, and Nancy Tyagi dazzled with their fashion choices and confidence. Noteworthy appearances included RJ Karishma, who shared a moment with Chris Hemsworth, and Nancy Tyagi, who made history by stitching her own outfit.
Despite the influencers’ success and unique fashion statements, some netizens expressed discontent, lamenting the absence of talented but underrated Bollywood actors. The shift highlights the growing influence of digital creators in the global entertainment sphere.
“It is 2024, and this is the order of the day. Brands and even the media see value in influencers. Why should all the glam jobs go to A-list Bollywood stars? It’s becoming more democratic, and we should see this in a good way. Nancy Tyagi walking the Cannes Red Carpet is an inspiring story for so many young women. Many of those criticising the ‘influencers at Cannes’ trend would jump to the same opportunities that these influencers have got,” opines Rohit Khilnani, an entertainment journalist.
“People decide who they want to follow and who will be an influencer; just like back in the day, they would decide whose movie they would watch. Earlier, they made film stars; now they make influencers. Stars and influencers are both humans; so, there will be good and bad among them. People’s power is the ultimate power; who are we to come between them and their idols? Influencers will continue to grow if they continue to do good work that people relate to. They will be relevant until they continue to spread awareness, information, and happiness. The day that stops, their influence will stop; and people will decide that as well. We have reached a point where film stars and the biggest movies need influencers for promotions; some of them are extremely powerful. Influencers can’t be ignored; even the Cannes film festival needs influencers!” exclaims Khilnani.
Several articles published online discussed the presence of influencers at the Cannes Film Festival 2024, highlighting how many of them, including Nancy Tyagi, paid substantial amounts, ranging from Rs 8 lakh to Rs 35 lakh to attend. It questions whether these influencers paid their own way or were sponsored by brands.
Murtaza Ali Khan explains, “There’s often a misunderstanding about the Cannes Film Festival among those who have not attended. Walking the red carpet is not a privilege reserved only for those who pay; anyone attending a film premiere can do so. However, when major celebrities walk the carpet, security may temporarily halt pedestrian movement. Cannes is not open to the general public, but industry professionals can attend by registering for the Cannes Film Market, which costs around 400 euros. The total cost of attending Cannes, including fees, lodging, tickets, and food, can amount to as much as Rs 5 lakh rupees per person. Some agents may charge extra, but primarily Cannes charges for the festival badge.”
Ankush Bahuguna, one of the many content creators who walked the red carpet, feels that the festival’s inclusiveness and India’s beautiful participation signal a larger change for the future. These days, people love relatable content, which is why content creators and influencers are adored not just in India but worldwide.
“The adoration for Indian celebrities on the red carpet is incredible, and now content creators are also joining the global stage. We are going worldwide, and that is the message I want to share. Beauty standards are evolving, as is the importance of representation in culture and entertainment. South Asian participation is steadily growing, and it makes me so happy. The inclusion of men in beauty on such a large platform was long overdue, and I believe it will open doors for marginalised groups. The progress is outstanding, and I look forward to more positive changes ahead,” says Ankush.
For decades, the Cannes Film Festival has captivated audiences with stunning red carpet photos of superstars waving to the crowd and posing for photographers. However, with the rise of social media influencers and content creators, a more candid picture is emerging. These influencers are shedding light on the behind-the-scenes realities that many people were unaware of.
Niharika NM, a social media influencer, shared her insights in an interview. She remarked, “A lot of celebrities don’t tell you these things, guys. This red carpet business—you only see the final image, but there is so much more to it. They stand in lines to get onto the red carpet.” Niharika further explained, “You think they all just step out of cars, but no, they stand in lines on the road to get their moment on the red carpet. That is the reality of it.”
Similarly, actor and influencer Viraj Ghelani uncovered the secrets behind the scenes of the festival. He remarked how superstars literally stand in line for the red carpet moment, and even these after parties are nothing but networking events where people are looking for work and bigger work. In fact, he revealed how one actor he saw on the red carpet was gorgeously dressed but did not show up for the film screening.
Couture with a cause: fashion statements
that speak volumes
Aishwarya, a NIFT alumna, says: “In recent years, the Cannes red carpet has also become a platform for advocating important causes. Cate Blanchett’s decision to re-wear outfits in 2018 highlighted the growing movement towards sustainable fashion, while the black dress protest that same year underscored the ongoing fight for gender equality in the film industry. Elton John’s flamboyant attire in 2019 showcased fashion as a tool for self-expression and artistic promotion, and Spike Lee’s bold outfits in 2021 reflected the increasing visibility and recognition of black artistes. These moments demonstrate that Cannes is not just about glamour but also about using fashion to make powerful cultural and social statements.”
She adds, “It’s superb to see influencers from a variety of fields finding their footing at the French Riviera, showcasing upcoming brands and designers. Nancy Tyagi, who went viral as the first to self-style and self-stitch her outfits single-handedly, has brought significant recognition to the Indian fashion industry, highlighting the challenges designers face more than ever before.”
Akshay Tyagi, the renowned fashion stylist, showcased his exceptional talent at the Cannes Film Festival 2024, transforming the red carpet with his unique vision. His creations for Diipa Büller-Khosla and Ankush Bahuguna blended elements of old Hollywood glamour with Indian cultural heritage, celebrating the resilience and elegance of women through modern reinterpretations of traditional attire. Each ensemble, meticulously crafted with intricate details and luxurious materials, exemplified Akshay’s dedication to representing India’s rich cultural tapestry on a global stage, reinforcing his influence as a leading force in contemporary fashion styling.
Paris-based photographer Shailza Swami, who photographed Aishwarya Rai Bachchan at Cannes 2024, observes, “It is truly inspiring and motivating to see influencers at Cannes. Watching content creators walk the red carpet alongside big stars sends a revolutionary message that anyone can dream big. Influencers now create behind-the-scenes reels showcasing their red- carpet preparations, which wasn’t the case earlier. Isn’t it interesting? We are creating a sense of equality. Everyone working behind the scenes, from designers and stylists to photographers, is getting recognised. Here, making influencers or stars, it is all about the art.
The show stealing moment
Indian actor Kani Kusruti made a bold statement in solidarity with Palestinian victims by carrying a watermelon-shaped handbag at the Cannes Film Festival. Designed by Diya John from Salt Studio, the handbag symbolised Palestinian resistance and received widespread praise.
In an exclusive interaction with The Pioneer, Diya says, “Kani and I have been friends for a long time. When her film was selected for Cannes, Kani told me we needed to brainstorm her looks together. Kani is quite vocal politically, and during our brainstorming session, she mentioned that she wanted to show solidarity with the Palestinians through her attire. Initially, we considered embroidering the map of Palestine on the garment. However, we decided against it, as it would have been too bold. We then thought about making a brooch, but ultimately settled on a pouch because Kani wanted to feel comfortable with the attire. Additionally, we wanted to highlight Kerala, which is why she wanted to collaborate with her friend. A pouch seemed ideal as a separate item of the ensemble.”
She also highlights, “I never expected this pouch to create headlines—it’s surreal! Fashion is a powerful medium for communicating causes. I believe clothing is just a layer of your personality; it’s the personality that shines through the clothes. Kani emphasised that her film’s premiere was the main focus, but she wanted to use moments like the red carpet to speak for the cause. That’s truly inspiring! For us as designers, introducing such concepts challenges and pushes our creativity.”
In a nutshell, the focus on fashion and influencers walking the red carpet at the Cannes Film Festival reflects a broader societal evolution where social media presence and cultural statements are as significant as cinematic achievements. While some critics argue that this trend detracts from the festival’s core mission of celebrating cinema, others see it as an enriching element that brings diverse perspectives to the global stage. Embracing both film and fashion, Cannes continues to be a dynamic and inclusive event, celebrating not just the art of filmmaking but also the cultural and social impact of fashion and digital influence. This balance ensures that Cannes remains a vibrant platform for artistic expression and cultural dialogue.
