The Cannes Film Festival, a historically prestigious cinema event, is witnessing a significant evolution with the increasing presence of Indian influencers. This shift underscores the growing recognition of digital creators on global platforms. Influencers spanning fashion, beauty, comedy, and entrepreneurship, such as Nancy Tyagi with her self-made gowns, Masoom Minawala (a multi-year attendee), Sakshi Sindwani (body positivity advocate), and Aastha Shah (representing diversity), are gracing the red carpet.
Their attendance, largely facilitated by brand partnerships (e.g., L'Oréal, Brut India) and media accreditations, highlights how digital storytellers leverage their audience connection. While showcasing high fashion and Indian craftsmanship, these influencers bring personal narratives of self-made success and diversity to the forefront. This phenomenon signifies a broader trend of traditional institutions acknowledging the cultural relevance and reach of the Indian digital media landscape, integrating digital influence into the fabric of global events like Cannes.
For decades, the name has conjured images of iconic cinema, legendary filmmakers, and unparalleled glamour on the French Riviera. Historically, this prestigious event has been the domain of film industry professionals, a global platform celebrating cinematic excellence and fostering international collaboration.
However, like many long standing institutions, Cannes is evolving. While films remain at its heart, it's also become a significant stage for fashion, artistic exchange, and increasingly, for digital storytellers. In recent years, we've witnessed a fascinating development: the growing presence and impact of Indian influencers at this globally recognized gala.
As an agency deeply involved in the world of digital influence, this trend is more than just eye-catching red carpet moments. It signifies a fundamental shift in how global platforms recognize influence and how digital creators are leveraging their unique connection with audiences. Let's take a closer look at the who, what, and perhaps most interestingly, the how behind this phenomenon.
The 77th and 78th editions of the Cannes Film Festival - 2025 saw a notable contingent of Indian digital creators gracing the event. These weren't just traditional film stars; they represented the vibrant and diverse landscape of Indian digital media.
Among the names highlighted in our sources were:
Nancy Tyagi: A content creator and self-taught designer who made a significant impact with her handmade gowns.
Masoom Minawala: A renowned content creator, global influencer, and entrepreneur, noted for her multi-year presence.
Sakshi Sindwani: A fashion influencer celebrated for her body positivity messaging, who made her debut.
Parul Gulati: Known for her beauty and fashion content, and also an entrepreneur, she made her debut linking her appearance to her brand.
RJ Karishma (Karishma Gangwal): A popular personality known for her engaging content.
Niharika NM: A digital content creator making a debut reportedly as an actor, known for her humorous video series.
Aastha Shah: An influencer focusing on self-acceptance and representing diversity, who attended with Brut India.
Ankush Bahuguna: A male beauty influencer who represented Brut India.
Ayush Mehra: A YouTuber and actor.
Viraj Ghelani: A content creator.
Vishnu Kaushal: Known for his humorous content.
Namita Thapar: Executive Director at Emcure Pharmaceuticals, also graced the event.
Sarah Sarosh: A beauty and lifestyle influencer and entrepreneur.
Simran Balar Jain: A digital creator and wellness brand founder, known for addressing taboo topics.
Shalini Passi: Mentioned as a star from 'The Fabulous Lives Vs Bollywood Wives'.
While Cannes is a film festival, the red carpet has long been a global stage for fashion, and Indian attendees certainly made their mark. For influencers, their outfits are not just personal style statements but powerful visual content designed to resonate with their audiences and align with brand partnerships.
Several looks garnered significant attention:
Nancy Tyagi's Self-Made Gowns:
Nancy tyagi commitment to creating her own outfits was a major story. Her signature pink ruffled gown reportedly weighed 20 kg, used 1000 meters of fabric, and took 30 days to create. She returned with a silver gown featuring rose details, also self-made and taking a month. She also showcased a mini-dress in her mother's favorite color. Her approach resonated widely, seen as a symbol of self-made success and rooted artistry.
Parul Gulati's Braided Hair Dress:
In a unique move, Parul Gulati debut dress was made entirely of braided hair, directly referencing her brand, Nish Hair.
Anushka Sen's Elaborate Gown:
Anushka Sen's mermaid-style gown by Duchess Kumari Couture was reportedly months in the making, involving 611 hours of work by 34 karigars (artisans).
RJ Karishma's Mirror-Work Ensemble:
RJ Karishma's saree-style dress by Abhinav Mishra, featuring intricate mirror-work and sequins, took 60 days to create and aimed to showcase Indian artistry.
Masoom Minawala's Custom Gowns:
Masoom Meenawala's wore multiple designers, including a custom strapless gown by Arpita Mehta with intricate mirrorwork, gold Kasab, and cutdana embroidery, described as a tribute to Gujarat and Rajasthan. She also wore outfits by Amit Agarwal and Valentino.
Sakshi Sindwani's Voluminous Debut:
Sakshi Sindwani's debut look was a stunning voluminous tulle silhouette gown.
This is perhaps the most common question we encounter, and the sources provide valuable insights into the various avenues for attending Cannes, particularly for those outside traditional filmmaking circles. It's not a single path, but a network of opportunities:
Celebrity Brand Ambassadors: High-end brands with official festival ties frequently invite celebrities and prominent figures who serve as their ambassadors. L'Oréal Paris is a prime example, historically bringing figures like Aishwarya Rai Bachchan and reportedly planning to bring Alia Bhatt. Influencers with significant brand partnerships can also fall under this category.
Sponsored Deals and Media Accreditation: Explicitly mentioned as a pathway for influencers. Brands like Brut India are identified as official media partners that brought specific influencers like Ankush Bahuguna and Aastha Shah to the festival. Influencers can also secure accreditation as media professionals.
Film Industry Accreditation: The traditional route for professionals directly involved in cinema - actors, directors, writers, producers, publicists, and those attending the Marché du Film (film market).
Having a Film Selected: Being part of the cast or crew of a film officially selected for screening is a guaranteed way to attend.
Jury Duty: Being invited to serve on one of the festival's juries is another prestigious pathway for established filmmakers and actors.
The Indian Delegation: The official India Pavilion at the Marché du Film provides a space for Indian delegates to attend, network, and participate in related events.
Other Pathways: While less common for commercial influencers, the sources mention options like volunteering, securing a 'Cinephiles' accreditation for movie lovers, or attending the free beach screenings.
While the specific details of individual influencer deals (such as costs covered or payment received) are not publicly disclosed in these sources, it's clear that brand partnerships and media affiliations are primary drivers for influencer attendance. There is also speculation, mentioned in one source, about the possibility of buying entry, with costs potentially ranging significantly. However, the sponsored routes appear to be the most prominent for digital creators.
The increasing presence of influencers at Cannes isn't without discussion and debate. The sources reflect that while some celebrate this as a positive evolution, others question their place at a film festival.
From an influencer marketing perspective, their presence is significant for several reasons:
Recognition of Digital Influence:
It signifies that the festival, a traditional media bastion, acknowledges the cultural relevance and reach of digital creators. Influencers have built their own audiences and are now seen as figures carrying significant influence.
Global Showcase for Indian Talent:
Their attendance brings the spotlight onto India's digital landscape and showcases individual Indian talent on a global platform.
Breaking Barriers and Representing Diversity:
Influencers like Sakshi Sindwani (body positivity) and Aastha Shah (representing vitiligo) bring important messages of diversity and self-acceptance to a highly visible stage.
Cannes' Evolution:
Their inclusion reflects the festival's own evolution, becoming more inclusive and recognizing fashion and broader cultural impact alongside pure cinema.
The debate often centers on whether their presence detracts from the festival's cinematic focus. Some online users questioned the reason for inviting influencers instead of prioritizing film industry professionals. However, the counter-narrative is that these creators are storytellers, albeit in a new medium, and their global reach adds a new dimension to the event's coverage and appeal.
Beyond the industry dynamics and debates, the individual stories of these influencers offer powerful narratives:
Nancy Tyagi's Inspiring Journey:
Coming from a small town and becoming a self-taught designer whose creations reached the Cannes red carpet is a deeply moving story of passion, perseverance, and rooted artistry. Her emotional reflections on the red carpet resonated widely.
Aastha Shah's Bold Statement:
Her decision to attend and proudly showcase her vitiligo on a global stage was a bold statement for self-acceptance and challenging conventional beauty standards, representing a powerful message of individuality.
Sakshi Sindwani's Advocacy:
Her debut is highlighted as a significant win for diversity, body positivity, and Indian fashion influencers in international spaces.
These personal journeys add a layer of depth to the trend, demonstrating that behind the glamour are individuals with unique stories and important messages they bring to the global stage.
The presence of Indian influencers at the Cannes Film Festival is a clear indicator of the shifting sands in global media and influence. It shows that platforms traditionally reserved for established industries are recognizing the power, reach, and cultural relevance of digital creators.
From stunning fashion moments that blend global trends with Indian craftsmanship to the diverse pathways individuals take to reach the French Riviera, this phenomenon is multifaceted. While debates about their role continue, their attendance undoubtedly shines a spotlight on India, showcases diverse talent, and reflects the ongoing evolution of prestigious global events in the digital age. As an agency, we see this as a powerful validation of the influencer space and its growing importance on the international stage. With the right brand strategy, House of Influencer Marketing can help you collaborate with such influential voices and boost up your brand presence to Cannes, or even beyond.
