How technology is changing the Cannes fashion experience

The 2025 Cannes Film Festival has evolved far beyond its origins to celebrate the film's excellence. Since its founding in 1946, the famous event has transformed into the premier platform for revitalizing innovative brands, where art, technology and fashion converge in innovative ways. While global brands have always been a major attraction, today's Cannes experience expands into a sophisticated, immersive environment that seamlessly blends entertainment, technology and storytelling.

This year, discussions about immersive and interactive experiences have reached a heated pitch. However, for fashion enthusiasts who don't walk on the red carpet with professional stylists and major brands dressed, this is a key issue. Whether you leverage AI for the perfect fitting, experiment with cutting-edge virtual styling tools, access exclusive limited edition pieces, or ensure the timely delivery of that perfect ensemble, technology is quietly revolutionizing the Cannes fashion landscape in ways that go far beyond the average person's perception.

On-Demand Fashion: The Rise of Immediate Luxury

For UK-based guests, especially those making timer and last-minute decisions, Cannes is more accessible than ever thanks to its innovative fashion distribution services. Nift (needs it for tonight) illustrates this new wave of fashion technology, born out of the personal frustration of her sister Simone Oroman before a significant event.

“The experience highlighted a broader problem. Traditional delivery systems often fail when timing is the most important,” explains Oroman. “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. We essentially imagined “delicate” for high quality fashion,” she shares in an exclusive interview with Forbes.

By partnering with around 300 brands, NIFT focuses on independent boutique labels that revolutionize pre-event fashion emergencies and prioritize craftsmanship and sustainability. The service allows customers to place their orders and deliver nationwide, just 90 minutes, the same day or the next day, from stores with dedicated riders. The platform addresses both the logistical challenges of last-minute fashion needs and the growing consumer desire for ethical and unique fashion options.

Since its launch in the UK, NIFT has gained overwhelmingly positive feedback, especially from consumers who appreciate transparency and reliability without compromising the value of quality or sustainability. The service has proven particularly valuable to Cannes attendees who discover last-minute event invitations, experience unexpected wardrobe malfunctions, or need something before flying to France.

In addition to platforms like NIFT, even luxury brands that are frequently discovered on Cannes carpets have adopted technology to enhance the customer experience. Nadine Merabi has launched a dedicated app that caters to celebrities like actresses Amy Jackson and Gili Beagun, featuring a design that caters to a loyal customer base. While maintaining the same transactional capabilities as the website, the app enhances the shopping experience through an exclusive content section that provides app subscribers with behind-the-scenes material specifically curated. This creates a more intimate journey for followers looking for a red carpet-worthy look, with styling tips directly from designers and early access to festival-inspired collections.

Experiments and expressions of digital fashion

Condé Nast producer, art director and founder of Mess Magazine, Domi Perek brings a seasoned perspective as a 10-time Cannes attendee. She witnessed firsthand how technology has transformed the festival's fashion landscape.

“Cannes fashion is still rooted in timeless charm, but now there is far more room for character and experimentation. It definitely has an impact on the way I show up as I am interested in the way the right dress or outfit can speak volume on its own,” she explains.

Perek embraces platforms like DressX. This allows users to purchase digital-only clothing that can be layered on photos. This approach represents a fundamental shift in how fashion is consumed and displayed at events like Cannes, where social media presence is almost as important as physical attendance.

“Digital wardrobe planning and virtual fitting changed the pre-festival preparation process,” Perek notes. “What used to be a stressful decision for weeks can be streamlined into a virtual try-on session where you can try dozens of looks without physical limitations.”

Her experience extends to augmented reality platforms like Ffface.me. This offers a sophisticated virtual fashion experience beyond simple filters. “These tools are essential for playing and creative exploring your identity, making it possible for people to take advantage of versions they have never seen otherwise, such as bold looks and playing with new trends,” adds Perek. In Cannes, in particular, multiple appearances of different events may be required throughout the day, so this technology allows users to “test” more adventurous, avant-garde fashion options in a risk-free digital environment before committing to appearing at a prominent festival. This has made fashion statements about Cannes secondary events more prominently visible as attendees gained confidence through digital experiments.

Fashion accessories in the digital age

Technology has revolutionized the way participants approach accessories at festivals, beyond clothing. It is often the crucial element of elevating the Cannes look from very elegant to truly memorable. Footwear and handbag brand Dolce Vita exemplifies this trend, launching an innovative app earlier this year that will change the way consumers discover and choose statement pieces.

“Our apps provide users with the opportunity to explore styles anytime, anywhere, at their own pace,” explains Rachel Robb, Vice President of Operations and Marketing at DolceVita. “With easy-to-access reviews, the app eliminates the stress and time commitment of traditional shopping, allowing users to enhance their confident, informed decision-making.”

The app's sophisticated visualization technology allows users to look into the product with unprecedented details, including all the delicate pearl accents of the handbag to the sparkle of the shoe. This feature has proven particularly valuable to Cannes participants who try to complement the specific lighting conditions at the festival venue, from bright Mediterranean sunlight during daytime events to flashing premieres in the evening.

Perhaps the most valuable thing for fashion forward Cannes participants is the app's exclusive content ecosystem, offering “behind the scenes of campaign shoots, sneaky brand travel and early access to new product launches.” This privileged access allows fashion enthusiasts to discover and secure limited editions before they become widely available. This is a great advantage for those who want to make distinctive statements at the festival circuit.

The digital transformation of fashion at the festival represents not only a change in how participants prepare for events, but also a fundamental change in how styles are experienced, curated and featured at a global stage. As Oroman puts it, “Every year, festivals grow and there is more and more content. The rise of technology has fundamentally changed the way viewers consume and engage in red carpet events.” For those seeking to showcase their personal style without the resources of celebrities, technology has become an essential ally, offering innovative solutions that democratize the festival's fashion experiences in ways previously unthinkable.