THE GOODS Guide: What to Wear to Cannes Lions Festival of Creativity 2024

Kelcie Gene Papp
Founder & Editor
July 8, 2024

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CANNES - We’re calling it - Cannes Lions 2024 is the year elevated '90s essentials, baggy fits, structured athleisure pieces, and business casual are muddied. Matched with a heavy-duty presence of pickleball, padel, and tennis attire makes for a complete, exquisite tread on Adland’s Oscars.

If last year’s Cannes Lions Festival was marked by Chanel Chance Eau Fraiche, Barbie-pink manicures, Adidas Sambas, Dior Sauvage, and tapered, linen trouser suits, this year's gathering of marketing elites reimagines business casual with gossip of sheer whites, vintage sports pieces and non-pedantic class.  

And, as the creative elite gather for the annual marketing pageant, (that’s low-key fashion-forward)  industry insiders share how they prioritise personal care. Adidas’ Rachel Wentzel, Director of Global Marketing Procurement Creative & Production, highlights her beauty essentials: "My favourite skincare brand is La Roche-Posay. I find their products affordable and effective. For a splurge, I like Exuviance. Their products are so silky and smell really good. For haircare, hands down, my favourite is Oribe. Though it is on the pricey side, I switch between that and Redken."

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Lindsay Bennett, VP, of Communications at GALE, adds her personal care and fashion favourites: "I embraced the capsule wardrobe trend a few years ago and invested in classic pieces that will last me a few years. Anine Bing, COS, and Massimo Dutti are a few US brands I love, but Australian labels will always have my heart – Bec & Bridge, Sir The Label, AJE. In terms of skincare and makeup, I can’t do without COSRX Snail Mucin (yes, really), Saie Dew Blush, and my beloved Shu Uemura Eyelash Curler. For luggage, I’m a big fan of AWAY."


What to wear to the 71st edition of the Cannes Lions Festival of Creativity? Keep things, simple and in step with a selective summer aesthetic. 

From early morning appointments in luxe, structured athleisure to cocktail soirées on yachts, dressed in current flapper styles or elevated '90s essentials, this year's festival of creativity projects a sharp, new energy.

Expect Prada, Matteau, MaxMara, Loewe, and Marni for those essential pieces (like this classic 90s tank) that seamlessly transition from coffee meetings to champagne brunches.

For those still captivated with linen trousers, ensure they’re impeccably high-rise.

To help you decide what to wear to Cannes Lions 2024, we've handpicked the finest items of clothing, skincare, lip products, and fragrances. From French pharmacy gems to luxurious splurges that will last through summer and autumn, here is THE GOODS Guide on What to Wear to Cannes Lions 2024.

Oh - This year’s go-to manicure? A transparent rendition of the French manicure. The Naked French is minimalistic, fresh, creating a pure and clean look that slaps with any fit, from athleisure to evening glam. Perfect for both daytime hustles and nighttime hangs, it's effortlessly chic for every moment.


As mentioned, the 71st edition of Cannes Lions will see a very different fashion aesthetic to seasons past. Athleisure, functional, vintage sport pieces and structured, yet baggy fits will be the main evening.

Here's some key pieces and what to wear to Cannes Lions 2024

For Women

  1. MATTEAU tiered organic cotton and silk-blend midi dress in burgundy
  2. FABERGÉ Emotion 18-karat gold multi-stone necklace
  3. THE ROW Folosa silk maxi dress
  4. PRADA Technical voile dress in blush
  5. LACOSTE Cable knit jacket in white
  6. DIOR Mid-length shirt dress in ecru cotton and silk poplin
  7. ASICS GEL-NYC 2000's running shoe in cream / mint

For Men

  1. CELINE Cargo pants in cotton linen
  2. JACQUENMUS Le pantalon Cabri in light biege
  3. SIEGELMAN STABLE Black stable hat
  4. GREG LAUREN Shawl-collar denim-trimmed flannel cardigan
  5. LEMAIRE Smoky asphalt double pocket Shirt
  6. PRADA Graphic-print short-sleeve silk shirt
  7. ASICS GEL-NYC in Harbor Blue/Wood Crepe sneakers


  • Kiehl's Since 1851 Rare Earth Deep Pore-Minimising & Polishing Powder Cleanser
    • Refine and purify your complexion with Kiehl’s Rare Earth Cleanser, harnessing the power of nature for clearer skin. Best for: The Cannes Lions challenger who balances Q&A sessions with beachside cocktails, requiring flawless skin to match their immaculate ideas for brand strategy.
  • Embryolisse Moisturisers Creme Riche Hydrantante

    • Deeply hydrate and comfort your skin with Embryolisse Creme, the ultimate in rich moisturisation. Best for: The Cannes Lions attendee who juggles late-night personalised LinkedIn connect requests (after literally bumping into the CMO of a beverage goliath outside of Dior) with early morning panels, craving a moisturiser as enduring as their job devotion.
  • Dr. Barbara Sturm Sun Drops SPF 50
    • Protect your skin with Dr. Barbara Sturm Sun Drops SPF 50, offering high SPF defence in a lightweight formula. Best for: The Cannes Lions sun-chaser who happily spends the day under the Riviera sun, yet demands a protective veil as invisible as their behind-the-scenes problem-solving genius.


  • Sisley-Paris Super Soin Solaire Silky Body Cream SPF 30, 200ml
    • Indulge in luxurious sun protection with Sisley-Paris Super Soin Solaire, shielding your skin with silky smooth care. Best for: The Cannes Lions aesthete who balances sun-soaked beach meetings with elegant rooftop soirées, needing their skin to stay radiant and protected.
  • SALT & STONE Natural Mineral Sunscreen Lotion SPF 30
    • Embrace the natural, powerful protection of SALT & STONE Mineral Sunscreen, keeping your skin safe from the sun’s rays. Best for: The eco-conscious Cannes Lions goer who flits from outdoor panels to al fresco luncheons, ensuring their skin is naturally shielded.
  • DIOR Solar The After-Sun Balm
    • Pamper your skin with Dior Solar After-Sun Balm, an opulent treat that soothes and replenishes after sun exposure. Best for: The Cannes Lions luxury lover who mingles at beachside galas, craving a lavish balm to rejuvenate their skin post-sun.


  • Jack Black Intense Therapy Lip Balm SPF 25
    • Keep your lips luxuriously hydrated and sun-safe with Jack Black’s Intense Therapy Lip Balm. Best for: The Cannes Lions maestro who juggles impromptu beachside brainstorms and rooftop cocktail debates, ensuring their lips stay smooth and ready for witty repartee with a 7x Gold Lions winning creative director whilst waiting for a restroom cubicle to become free.
  • COOLA Organic Liplux Lip Balm SPF 30+
    • Defend your lips with La Roche-Posay’s Anthelios XL Lip Balm, offering top-notch SPF 50+ protection and moisture. Best for: The Cannes Lions event co-ordinator who hops from yachts to power lunches, all while keeping their lips perfectly shielded from the reflections of the cotê d’Azur.
  • Sun Bum Signature SPF 30 Sunscreen Lip Balm
    • Meet Sun Bum's Signature Vegan and Cruelty Free Sunscreen, hard-working lip balm with SPF 30. Best for: The Cannes Lions pacesetter who spends their week keeping up their morning runs and keynote speeches, needing a lip balm that’s as clear and cool as their presence.


  • Protective Summer Fluid Rene Furterer
    • Guard your tresses against the sun’s puckish rays with Rene Furterer’s Protective Summer Fluid, a leave-in fluid offering all-day protection with a non-greasy finish. Celebrated for: Its ability to shield hair from UV damage, salt, and chlorine while nourishing it with sesame and castor oils, making it perfect for both beachside escapades and poolside meetings.
  • KLORANE Detox Dry Shampoo with Organic Aquatic Mint for Pollution-Exposed Hair
    • Revitalise your hair with KLORANE Detox Dry Shampoo, infused with Organic Aquatic Mint, known for its rejuvenating and purifying properties. Celebrated for: Keeping hair effortlessly fresh. Calculatedly absorbing excess oil and eliminating impurities, leaving hair feeling clean and refreshed without water.
  • Invisible Defense Universal Protection Spray - Oribe Hair Care Signature
    • Shield your hair from environmental stressors with Oribe’s Invisible Defense Spray, providing luxuriously comprehensive protection while maintaining your style. A favourite ofAdidas’ Senior Director HQ Brands Procurement, Rachel Wentzel’s it’s celebrated for: Immaculate staying powers and protection from the elements. A lightweight formula that protects against UV rays and heat styling, ensuring hair stays smooth and frizz-free.


Remember this: moisturised skin keeps your scent longer. Heat and light can break down the fragrance, making it fade faster. So, store your cologne in a cool, dark place, away from direct sunlight and temperature changes. When you apply the perfume, hit the pulse points—wrists, behind the ears, neck, inside the elbows. These spots give off heat, helping to spread the scent. And, to really push your fragrances the distance, consider showering with a matching body wash or soap, which will provide a base for the scent to cling to, or invest in a good quality fragrance primer.

Feminine Fragrances for the Morning

  • Maison Francis Kurkdijan Aqua Celestia
    • Start your day with the ethereal freshness of Maison Francis Kurkdjian Aqua Celestia, a trifle of mimosa blossoms from Provence, cool mint, lime, and blackcurrant buds.

Protip: Pair with Jo Malone Wood Sage & Sea Salt

  • OUAI North Bondi
    • Embrace the raw, untamed allure of OUAI North Bondi. With jasmine, bergamot, and lemon colliding in a burst of sun-drenched slow-living, this fragrance captures the fierce, relentless loyalty of the Australian coast.

Protip: Layer with Le Labo Bergamote 22

  • Diptyque Fleur de Peu
    • Experience the skin-life fragrance of Diptyque Fleur de Peau, a blend of iris and musk that reads softness and intimacy.

Protip: Complement with Byredo Gypsy Water

Feminine Fragrances for the Evening

    • Immerse yourself in the artistic allure of TABLEAU, PARISIEN, a fragrance that captures the essence of a Parisian evening with rich floral and earthy notes.

Protip: Pair with Maison Margiela REPLICA Jazz Club

  • Babycat YSL
    • Sweet, well-seasoned and seductive. Babycat by YSL, lets vanilla mingle with spicy notes to create a warm, intimate aroma. The epitome of a romantic summer evening in the south of France.

Protip: Enhance with Tom Ford Tobacco Vanille

Protip: Layer with Tom Ford Neroli Portofino

Masculine Fragrances for the Morning

Protip: Pair with Acqua di Parma Colonia

  • CREED Erolfa Eau de Parfum
    • Sail away with CREED Erolfa Eau de Parfum, a marine-inspired fragrance that captures the essence of the ocean with citrus and herbal notes at the heart.

Protip: Layer with Creed Virgin Island Water

Protip: Combine with Issey Miyake L'Eau d'Issey Pour Homme

Masculine Fragrances for the Evening

  • NASOMATTO Pardon Parfum
    • NASOMATTO Pardon, is a complex, heavily masculine parfum that exudes sophistication with notes of oud, chocolate, and tonka bean.

Protip: Layer with Amouage Jubilation XXV

Protip: Enhance with Serge Lutens Chergui

Protip: Pair with Jo Malone Oud & Bergamot

Protips for Dealing with the Heat, Blisters, and Dehydration at Cannes Lions 2024

  1. Stay Hydrated: Carry a non-bulky, reusable water bottle with you at all times. Look for ones that are lightweight yet insulated to keep your water cool throughout the day.
    • Recommendation: Hydro Flask Standard Mouth Bottle or S'well Stainless Steel Water Bottle.
  2. Replenish Electrolytes: Keep electrolyte tablets or packets handy to mix into your water. They help maintain your body's balance of fluids and prevent dehydration.
    • Recommendation: Nuun Hydration Tablets, Plink or Liquid I.V. Hydration Multiplier.
  3. Protect Your Feet: Use blister prevention sticks or patches to avoid painful blisters, especially if you’re walking a lot.
    • Recommendation: Compeed Blister Cushions or Body Glide Original Anti-Chafe Balm.
  4. Wear Breathable Clothing: Opt for lightweight, moisture-wicking fabrics to stay cool and dry. Linen and cotton are great options for maintaining comfort in the heat.
  5. Cold, Protein-Packed Refreshment: For a refreshing and protein-filled pick-me-up, ask for almond milk with ice from the nearest coffee van.
    • Protip: Almond milk with ice not only cools you down but also provides a gentle boost of protein and hydration.
  6. Sunscreen and Sun Protection: Apply a broad-spectrum sunscreen with at least SPF 30, and don't forget to reapply every two hours. Wear a wide-brimmed hat and sunglasses for added protection.
    • Recommendation: All of the above already mentioned in addition to La Roche-Posay Anthelios Melt-in Milk Sunscreen SPF 60 (available at any pharmacy in Cannes) or Supergoop! Unseen Sunscreen SPF 40.
  7. Use a Cooling Towel: Keep a cooling towel in your bag. Wet it with cold water and place it around your neck for instant relief from the heat.
    • Recommendation: Mission Enduracool Cooling Towel.
  8. Light Snacks: Carry light, hydrating snacks like fresh fruits or veggies. They not only provide essential vitamins and minerals but also help keep you hydrated.

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Kelcie Gene Papp
Founder & Editor