How Tech Is Transforming The Cannes Fashion Experience

Forbes

22-05-2025

CANNES, FRANCE - MAY 13: Paola Turani, fashion detail, attends the red carpet for the opening ... More ceremony and "Partir Un Jour" (Leave One Day) screening at the 78th annual Cannes Film Festival at Palais des Festivals on May 13, 2025 in Cannes, France. (Photo by)
The 2025 Cannes Film Festival has evolved far beyond its origins as a celebration of cinematic excellence. Since its inception in 1946, this prestigious event has transformed into a premier platform for innovative brand activations where art, technology, and fashion converge in innovative ways. While global brands have always been the main attraction, today's Cannes experience has expanded to sophisticated immersive environments that seamlessly blend entertainment, technology, and storytelling.
This year, discussions around immersive and interactive experiences have reached fever pitch. But for the fashion enthusiast who isn't walking the red carpet dressed by a professional stylist or major brand, an important question emerges: how does technology play a role in the way attendees approach fashion at Cannes? Whether leveraging AI for perfect fittings, experimenting with cutting-edge virtual styling tools, accessing exclusive limited-edition pieces, or simply ensuring timely delivery of that perfect ensemble, technology is quietly revolutionizing the fashion landscape at Cannes in ways that extend far beyond the average person's perception.
TOPSHOT - The official poster of the 78th Cannes Film Festival on the facade of the Palais des ... More Festivals is seen through a palm leaf shape from a decorative cast-iron barrier, on the opening day of the 78th edition of the Cannes Film Festival in Cannes, southern France, on May 13, 2025. (Photo by Ian LANGSDON / AFP) (Photo by IAN LANGSDON/AFP via Getty Images)
For UK-based guests, particularly the time-poor or those making last-minute decisions, Cannes is now more accessible than ever thanks to innovative fashion delivery services. NIFT (Need It For Tonight) exemplifies this new wave of fashion technology, born from founder Simone Oloman's personal frustration when her sister missed a crucial delivery before an important event.
"That experience highlighted a broader issue: traditional delivery systems often fail when timing matters most," explains Oloman. "We set out to change that by building a platform that ensures reliability, speed, and a seamless shopping experience through real-time logistics and intuitive app-based tracking. Essentially, we envisioned a 'Deliveroo' for quality fashion,' she shares in an exclusive interview with Forbes.
NIFT has revolutionized pre-event fashion emergencies by partnering with approximately 300 brands, with a deliberate focus on independent and boutique labels that prioritize craftsmanship and sustainability. The service allows customers to place an order and have it picked up from participating stores by dedicated riders for delivery in as little as 90 minutes, the same day, or next day nationwide. The platform addresses both the logistical challenges of last-minute fashion needs and the growing consumer desire for ethical, unique fashion options.
Since launching in the UK, NIFT has garnered overwhelming positive feedback, particularly from consumers who appreciate the transparency and reliability without compromising on quality or sustainability values. The service has proven especially valuable for Cannes attendees who might discover a last-minute event invitation or experience an unexpected wardrobe malfunction and need something before they fly into France.
Besides platforms like NIFT, even established luxury brands frequently spotted on the Cannes carpet are embracing technology to enhance customer experiences. Nadine Merabi, whose designs have adorned celebrities like actress Amy Jackson and social media influencer like Gili Biegun, has launched a dedicated app catering to their loyal customer base. While maintaining the same transactional functionality as their website, the app elevates the shopping experience through exclusive content sections providing behind-the-scenes material specifically curated for app subscribers. This creates a more intimate journey for followers seeking that red-carpet-worthy look, complete with styling tips direct from the designer and early access to festival-inspired collections.
CANNES, FRANCE - MAY 24: Gili Biegun wears cut out sequined dress with slit Nadine Merabi, shoes ... More Mach and Mach, necklace ring & earrings by Barducci, silver bag Bottega at the Philipp Plein Fashion Show during the 77th Cannes Film Festival on May 24, 2024 in Cannes, France. (Photo by)
Domi Perek, Condé Nast producer, art director, and founder of Mess Magazine, brings a seasoned perspective as a ten-time Cannes attendee. She has witnessed firsthand how technology has transformed the festival's fashion landscape.
"Though fashion in Cannes is still rooted in timeless glamour, there's so much more room for personality and experimentation now. That's definitely influenced the way I show up because I am interested in how the right dress or outfit can speak volumes on its own," she explains.
Seasoned Cannes attendee Domi Perek uses technology to experiment with identity play and creative ... More exploration.
Perek has embraced platforms like DressX, which allows users to purchase digital-only clothing that can be superimposed onto photos, perfect for creating multiple striking social media looks without the environmental impact or expense of physical garments. This approach represents a fundamental shift in how fashion is consumed and displayed at events like Cannes, where social media presence has become almost as important as physical attendance.
"Digital wardrobe planning and virtual fittings have transformed the pre-festival preparation process," Perek notes. "What used to be weeks of stressful decision-making can now be streamlined into virtual try-on sessions where you can experiment with dozens of looks without the physical limitations."
Her experience extends to augmented reality platforms like FFFACE.ME, which go beyond simple filters to offer sophisticated virtual fashion experiences. "These tools are essential for identity play and creative exploration and allow people to tap into versions of themselves they might never have seen otherwise, like bold looks or playing around with a new trend," Perek adds. At Cannes specifically, where you might need multiple looks for different events throughout the day, the technology also enables users to "test drive" more adventurous, avant-garde fashion choices in a risk-free digital environment before committing to them for high-profile festival appearances. This has led to noticeably more diverse and boundary-pushing fashion statements on Cannes' secondary events, as attendees gain confidence through digital experimentation.
Beyond clothing, technology has revolutionized how festival-goers approach accessories, often the defining elements that elevate a Cannes appearance from merely elegant to truly memorable. Footwear and handbag brand Dolce Vita exemplifies this trend, having launched an innovative app earlier this year that transforms how consumers discover and select statement pieces.
"Our app offers users a chance to explore styles at their own pace, anytime and anywhere," explains Rachael Robb, Dolce Vita's VP of Operations and Marketing. "With easily accessible reviews, the app eliminates the stress and time commitment of traditional shopping, empowering users to make confident, informed decisions."
The app's sophisticated visualization technology allows users to examine products in unprecedented detail such as appreciating every delicate pearl accent on a handbag to the sparkle of a pair of shoes. This feature proves particularly valuable for Cannes attendees seeking to ensure their accessories complement the specific lighting conditions of festival venues, from the bright Mediterranean sunlight of daytime events to the camera flashes of evening premieres.
Interactive apps allow for users to have early access to limited-edition product drops and be aware ... More of trends.
Perhaps most valuable for fashion-forward Cannes attendees is the app's exclusive content ecosystem, offering "behind-the-scenes glimpses of campaign shoots, sneak peeks of upcoming brand trips, and early access to new product launches," according to Robb. This privileged access allows fashion enthusiasts to discover and secure limited-edition pieces before they become widely available- a significant advantage for those looking to make a distinctive statement on the festival circuit.
The digital transformation of fashion at the festival represents not just a change in how attendees prepare for the event, but a fundamental shift in how style is experienced, curated, and showcased on the global stage. As Oloman says, 'every year the festival gets bigger and there is more and more content. The rise of tech has radically changed how audiences consume and engage with red carpet events.' For those seeking to showcase their personal style without celebrity resources, technology has become an indispensable ally, offering innovative solutions that democratize the festival fashion experience in ways previously unimaginable.