Cannes Film Festival Draws Jet Set for Glitz Beyond the Screen

From dawn to dusk along the Croisette, the boulevard running beside the Mediterranean Sea in Cannes, people dress in their finest for 10 days of the film festival. Everyone aims for an invitation to the exclusive club. But plenty skip the movies.

The streets buzz with princess dresses, heavy Botox use, dazzling jewelry and shining Lamborghinis. A fashion show plays out between the Marriott and the Grand Théâtre Lumière, without the red carpet. The festival now stands as a symbol of spectacle-driven society.

The photographer first came to film festivals for the movies. The off-screen energy soon drew him in: the glitz, glamour and odd characters. Over the past two years, he has shot the jet set and the crowds of unknowns around them, all chasing a spot among the stars. He wanted to learn who they were and what brought them there. Photography opened doors to those worlds.

The Cannes film festival pulls in more than film fans each year. The jet set floods the city. Superyachts fill the Mediterranean, luxury villas light up the Bay of Cannes, and top suites in the Californie district hills book out months ahead for private parties. Rooftop after-parties and beach cocktails keep guests away from downtown crowds. No one wants to leave without an invite.

In Cannes, anything can happen. Models get spotted, brands close deals, agencies sign talent. The world's top film festival doubles as a marketplace of chances. One jet-setter flew in from the US to promote the second part of his biopic, Who is Gatsby Randolph? Part 2. The photographer met him on the Corniche aboard a rented yacht. With Randolph, parody blurs into reality.

The photographer crops faces in his shots to anonymize subjects obsessed with looks. Close-ups catch bare backs, Rolex watches and bright red lips, exposing luxury's status symbols. Some in line for their shot at fame dodge the camera. Most strike star poses, flash smiles and flaunt Chanel necklaces. Models linger for photos and request seaside private shoots.

Young women often leave theaters right after red-carpet walks because bulky dresses block the seats. Those walks offer brands a goldmine at the heart of marketing plans. Jewelers, beauty firms and luxury clothiers team up with models and celebrities to land red-carpet spots. Partnerships keep growing. From Nespresso beaches to Louis Vuitton bags, the event feels more like a brand showcase.

In May, the jet set rubs shoulders with everyday types: Mister and Miss Nobody, dreaming teens, scroungers, bystanders and fake paparazzi. The blend of flash and awkwardness surprises and captivates. Who gets in? Who sneaks past? Who grabs the Palme d’Or? The excess boils down to one rule: fake it until you make it.