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The Strategic Rise of Models at the Cannes Film Festival: Glamour, Fashion Brands and Media Millions

Considered one of the “Big Five” international film festivals, Cannes has long been a popular venue for supermodels and high fashion. Every year, some of the most prominent runway stars flock to the event, sharing the red carpet with actors, directors and producers who are promoting their latest work in cinema. But why have models become such a fundamental presence at the Cannes Film Festival? To answer that, one must look at the event’s sponsors. Cannes features an extensive list of luxury sponsors, which this year includes companies like Air France, Angénieux, BMW, Brut, Chopard, Dessange, J.P. Morgan, L’Oréal Paris, Mastercard, Nespresso, TikTok and Kering, among others. To maximize their visibility and prestige during the event, those brands often invite models and influencers as brand ambassadors. Alessandra Ambrosio at the Opening Ceremony and “Leave One Day” premiere at the 2025 Cannes Film Festival on May 13, 2025. Naomi Campbell, Alessandra Ambrosio, Irina Shayk, Isabeli Fontana and Natasha Poly, to name a few, are some of the names who are often invited to represent one of the sponsors on the red carpet. “This red carpet [Cannes] is definitely the most glamorous red carpet in the world. The whole world has their eyes

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