Fashion journalist Sujata Assomull has sparked conversation online after sharing her candid views on the evolving culture of the Cannes Film Festival and the growing role of sponsorships in shaping red carpet appearances. Known for her work with publications including Vogue and Harper's Bazaar, Assomull spoke about how the globally celebrated festival has transformed over the years from a cinema-focused event into what she described as an increasingly sponsor-driven platform.
Discussing the current state of Cannes, Assomull said, “Cannes has just become such a sponsorship game. It's not the Cannes that I remember. The sponsors need to think about who they are taking to Cannes and why they are taking those people to Cannes. But are you aware that people now walking the red carpet at Cannes Film Festival are paying the sponsors? Yeah, that's what's happening.”
Her remarks have reignited discussions around the commercialization of international film festivals, particularly as influencer culture, luxury branding, and celebrity marketing continue to dominate red carpet events globally.
Over the last few years, Cannes has witnessed a noticeable increase in appearances by influencers, digital creators, fashion personalities, and non-film celebrities attending through beauty, jewellery, or luxury fashion partnerships. While the festival remains one of the most prestigious platforms for global cinema, the red carpet itself has increasingly become a major marketing space for brands looking to maximize visibility and social media engagement.
Assomull’s comments also shed light on the changing dynamics of celebrity attendance, where brand collaborations and sponsorship arrangements often determine access to high-profile red carpet moments. Her statement about individuals allegedly paying sponsors for Cannes appearances has particularly caught attention online, with social media users debating whether the focus of the festival has shifted away from films and filmmaking.
Despite the growing commercial aspect, Cannes continues to remain a significant platform for international cinema, premieres, and fashion visibility. Indian celebrities and creators, in particular, have maintained a strong presence at the festival in recent years, representing films, global beauty brands, and luxury labels on the international stage.
As conversations around authenticity and representation continue within the entertainment and fashion industries, Assomull’s observations have added another perspective to the ongoing debate about the intersection of cinema, celebrity culture, and brand influence at major global events like Cannes.
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