By: Lana PRME
The 78th Cannes Film Festival is just around the corner — soon, all the stars and those looking to boost their personal brand will gather here. PR expert Svetlana Khachiyan is heading to Cannes for the third time with her clients, many of whom have no connection to the showbiz world.
In an interview, Lana shared why professionals from all fields should consider attending the festival, and why a LinkedIn photo from the red carpet can be a powerful asset for a businessperson. She also discussed how to collaborate with brands and media outlets without having a large Instagram following — and whether one perfectly chosen look can lead to hundreds of media mentions.
Svetlana, tell us about your experience at the Cannes Film Festival. Which clients have you attended with, and what events have you organized there?
With my agency, PRme I’ve already organized over 15 red carpet appearances at the Cannes Film Festival for my clients, including major company owners, startup founders, entrepreneurs, and influencers. Although many of them aren’t part of the showbiz world, participating in the festival has become an essential element of their personal branding and promotion strategy.
Beyond the main red carpet, we attended film premieres, after-parties, and participated in the influencer awards ceremony,the WIBA Awards, for two years in a row. Last year, we also joined the exclusive Forbes Dinner hosted by Forbes France.
I see events like this as powerful tools for career growth: increasing visibility, building valuable connections, and strengthening personal brands through collaborations and media coverage. It’s not just about walking the red carpet for pretty Instagram photos.
During the festival, we collaborated with designer Jacob Meyer, known for his work with J.Lo, Katy Perry, and Beyoncé, and with the fashion house Tiffany. Even though most of my clients are from the business world, these brands provided them with outfits and jewelry for free.
Photo Courtesy: Svetlana Khachiyan (Jacob Meyer and Mariia Solodar)
How can someone secure collaborations with top designer brands through media publications?
This is my favorite method, which I call the “3Win” strategy. When we propose a collaboration to a brand, it’s not just about a social media post. We immediately clarify: “We’re going to mention you in an interview.”
Just like I’m doing right now — sharing cases with you — my clients do the same. Out of, say, seven interview questions, two will be dedicated to the brand. We include both the text and high-quality photos featuring the product or look.
Through this method, the brand instantly sees what they’re getting: exposure, a professional article for their portfolio, a Google-indexed link, and searchable photos.
It’s a big win for the brand. And for you — you win too. You get the desired collaboration: a dress, jewelry, a photo shoot, and sometimes even a paid partnership. It all depends on the agreement.
Plus, you’re not just offering your social media, reach, reels, and stories — you’re offering the credibility of the media outlet, which increases your Point of Sale and makes you stand out among other influencers. Especially when it comes to top-tier brands like Chanel, Dior, or Valentino — brands that literally have a waiting list of bloggers wanting to work with them.
What business opportunities does the red carpet offer for people outside of creative professions?
You immediately get three key benefits: content, networking, and status.
Even if you’re not in a creative field — say, you’re a business owner — attending such events still makes sense. First of all, it’s about networking. A handshake can lead to a chance encounter with an investor or someone who later plays a crucial role in your project.
Secondly, you’ll have professional red carpet photos. Images taken by accredited photographers rank well on Google. You can use them not only for Instagram but also on LinkedIn, IMDb, and other professional platforms. These photos are perfect for presentations, interviews, marketing materials, and commercial proposals for advertisers.
And finally, status. Just like the concept of “celebrity status,” this gives you the status of someone who’s part of a certain circle (i.e. Hollywood community).. It’s a whole new level of trust, positioning, and public perception.
Is it possible to attend the festival without ending up in front of the cameras?
Absolutely! In fact, that happens all the time. Some people like to walk the red carpet, take a few photos for Instagram,,and leave it at that. But most people want more — a comprehensive strategy and real outcomes. You want those photos not just to live on your personal page, but to make it into the press, magazines, websites, presentations. That kind of media coverage should work for your image and strengthen your personal or business brand.
How can you stand out at an event crowded with celebrities?
First, through striking looks, dresses, and styling — it truly matters. One outfit can be noticed by photographers and reporters and land you hundreds of media mentions, while another might get you zero.
Just go to Google, type in “Cannes Film Festival,” and see which looks get the most press coverage. Every year has its trends. Some people show up with a flag, others in a swan costume, or with bold messages on their dress — even dressed as a chandelier. The key is to get people talking.
I worked with a model who wore a feathered designer gown with a long train. It stood out, but wasn’t too over-the-top, and the photo ended up in Vogue. It caught the attention of both journalists and photographers.
That’s why I always recommend working with stylists and designers who understand not just fashion trends, but how a look will be photographed specifically on a red carpet. For example, a classic black evening gown may be elegant — but when surrounded by men in tuxedos, you might simply blend in.
Can you share a specific case where the red carpet played a key role in someone’s publicity?
The red carpet isn’t the foundation of a career, but it’s a crucial tool for maintaining visibility. When people say, “She disappeared from the spotlight…” — it usually means they stopped attending public events. To stay relevant, especially if you’re a performer, you need to be present in the media: on radio, TV, in ads, and at events. That’s how you stay in the game.
If you’re a businessperson, it depends on your brand strategy. There are entrepreneurs like Elon Musk or Jeff Bezos who do PR better than most celebrities. They’re everywhere — podcasts, interviews, social media. Then there are quiet entrepreneurs who shy away from personal branding. For them, events like Cannes help fill the internet with their face and news.
PR is about keeping people interested — it’s an ongoing process. You can’t publish a couple of articles about yourself, launch a website, and expect big results for years to come. If you want to be known and talked about, you have to keep feeding the media machine consistently.
