2025 Cannes Film Festival→ New Case Study is Out

​Festival de Cannes is a key cultural event where the worlds of cinema meets the world of luxury - and influence. Lefty Insights conducted a comprehensive analysis of the 2025 edition, uncovering the major trends, players and narratives shaping this year's festival.

 The 78th Cannes Film Festival showcased the intersection of brand storytelling, cultural influence, and creative collaboration on a global stage. In this report you will find:
The evolving role of leading fashion and beauty brands as storytellers.
Memorable brand activations from industry icons like L’Oréal, Lacoste, BMW, Chanel, and others.
Talent insights, spotlighting top media drivers and emerging influencer in EMEA, APAC and Datamine LATAM
Strategic recommendations for brand marketers navigating the entertainment culture landscape.
Discover how brands broke through the noise at Cannes and unlock actionable strategies to enhance your next campaign.
EMV YoY 2025 vs 2024
— 2024 EMV, $  — 2025 EMV, $  —— YoY EMV Evol.

Gucci topped the charts with $12.6M in EMV — a +761% jump from last year — driven by star appearances from Viola Davis, Zhang Linghe, Dakota Johnson, and standout global ambassador Alia Bhatt.

Emerging brand JADE also made waves. Co-founded by Monica Shah and Karishma Swali, the label dressed actress Nitanshi Goel (in the picture), generating $3.7M in EMV and securing a spot among the top six fashion brands at the festival.
As the festival’s official makeup partner, L’Oréal firmly cemented its leadership in the beauty space, generating a massive $53.6M in EMV — an impressive 76% share of the entire beauty category. Over 1,700 makeup looks were created across the 10-day event, many featured in red carpet moments.
Beyond the Red Carpet: Brand Make Waves Off-Screen

Cannes buzz isn’t limited to the red carpet — beach takeovers and late-night parties are proving just as powerful. Consumer brands are tapping into the festival’s prestige and star power to elevate their image.
Ray-Ban, for instance, teamed up with A$AP Rocky (in the picture) to host an after-party for Highest 2 Lowest, celebrating his latest film role in style.
Becky Armstrong Leads as Top Media Driver

Thai-British actress Rebecca Patricia Armstrong emerged as the top media driver across all categories at Cannes 2025. Representing both the actors category — which dominated social media Share of Voice at 62.9% — and the APAC region, the leading territory at 41.5%, Armstrong generated nearly $11.1M in EMV.