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For most brands, the grey area won’t be worth the risk. Cannes is a major opportunity, and nailing red carpet looks at the festival can drive brand awareness. Last year, Cannes Film Festival garnered $86.3 million in EMV on Instagram, according to influencer marketing platform Lefty. Saint Laurent was the buzziest brand, generating $14.1 million EMV, of which 10 per cent was driven by Bella Hadid’s caramel coloured naked dress, that would now be forbidden. The last minute changes to the rules could hurt brands who’ve planned voluminous or sheer looks for this year’s event. Red carpet looks are planned months in advance. And many stars wear couture looks that take hours of craft to produce, at huge cost. Though none of Forde’s opening looks are impacted, she’s conscious that many could be. “I’m sure that some people who have spent months on custom are panicking, which is a shame after so much hard work,” she says. “It’s very late in the day.”Official The Voices In My Head Keep Telling Me To Go To California Shirt
Reilly agrees. “Thankfully, it doesn’t impact any of the looks we styled and prepared in advance. However, it could have caused a major issue, especially since my client has already arrived in Cannes,” she says. It’s especially tricky for young designers who may have created a look for this year’s carpet and, unlike the larger brands, aren’t able to financially (and logistically) support a last-minute change. “Then they’re losing out money, losing out on press,” Meagher says. Some of the expected big names on the carpet this year include Emma Stone, celebrating new film Eddington, and Jennifer Lawrence, who stars in Die My Love (and caused a stir in flip flops in 2023). Both stars have worn dramatic skirts and trains at several red carpet events from the Golden Globes to the Oscars. Scarlett Johansson is also expected to be in attendance for her directorial debut Eleanor the Great and her leading role in Wes Anderson’s The Phoenician Scheme. If the Met Gala is anything to go by, it’s likely naked and voluminous looks were on the cards for Cannes, as underwear as outerwear, sheer fabrics, plunging necklines and dramatic cutouts have become a red carpet staple in recent times.
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