The Cannes Film Festival is a significant event not only in the lives of directors, producers and actors, but also in the lives of famous personalities in various industries. Guests at Cannes include representatives of the marketing, advertising and fashion spheres among others. Mariya Solodar, US educated, sought-after social media promotion specialist, and the author of several unique courses on the art of marketing, was a guest of this year’s high-profile event. She shared with us her behind the scenes take of the Cannes Film Festival.

Mariya, hello! Is this your first time as a guest at the Cannes Film Festival?

Yes! Before the 2023 festival, I’d only been to Cannes as a tourist. I had even been close to the Palais des Festivals, but it all seemed so unattainable. I never imagined that one day I would be at one of the largest film festivals in the world, let alone walk the red carpet in the outfit of a star designer!

What is it like to be on the red carpet? How did it feel to have everyone taking pictures of you?

You know, in my life I’ve already experienced a few red carpets of different sizes. I’m used to being the center of attention– this is nothing new for me. However, the excitement always comes flooding in as if it’s the first time. The Cannes Film Festival is indeed one of the world’s main red carpets. It is not only about the scale, but also about a special ceremony and solemnity. In the moment, I didn’t strongly feel the photographer’s and reporter’s flashes. But later, I had to look at everything that was happening from my peripheral vision. There were so many reporters and photographers! And world stars!

I was wearing a gorgeous, long dress and high heels, and the only thing I was worried about then was trying not to fall. This is what kept me from thinking about how everyone was filming me.

As we know, the focus of that event for you was a collaboration with a star designer. Tell us more.

Yes, I had the honor to collaborate with Jacob Meir, a world class designer. It was a great experience, and I’d like to collaborate more with him in the future. The very idea of Jacob dressing celebrities like Katy Perry, J. Lo, Cardi B, Britney Spears and Beyoncé is intoxicating! I was also lucky to get into these ranks, which is thrilling. Moreover, one of my outfits was a Jennifer Lopez costume that she’d previously worn. Such a pleasant surprise to experience an elite second-hand item!

Of course, I really enjoyed collaborating with such a famous designer! Jacob Meir was very interesting and pleasant to work with, and the process has had a fruitful impact on both Jacob’s brand awareness and my personal brand. The long-awaited outfits came to me from the Los Angeles showroom straight to Cannes, where the first fitting took place. Lots of photos of costumes and dresses were taken on the red carpet, many of which were published on social networks. For us, this is a big victory, since all our red carpet appearances have been featured in the selections! As you know, this is not an easy task. If you are not a world-class star, you are unlikely to be noticed. However, this achievement is evidence enough that the outfits and images were really bright and unusual– they deserve public attention.

What attracted you to the work of Jacob Meir? Would you like to work with him again in the future?

The costumes of Jacob’s that I was familiar with breath originality and lightness. His unique approach to the implementation of an ordinary idea catches the eye. As for the dresses Jacob prepared for me, I had not seen them either live or in photos before my arrival. Just imagine, from the ladder of the plane, I immediately gathered them for the red carpet. I was very worried that the dresses might not fit, but they fortunately fit me perfectly. The hand of the master was immediately felt. Taking my measurements into account, the designer managed to make the product as convenient and comfortable as possible.

The whole experience was wonderful, and I would love to repeat it if the opportunity arises. Such events and acquaintances inspire me to engage in more self-development, personal branding, and promotion in order to match with cool new collaborations.

Have you prepared in any way for this collaboration? Share how you felt in Jacob’s outfits.

Yes, of course– I did everything that depended on me. I kept a diet, looked after my appearance, and maintained a fitness plan so that the dresses fit me just right. In general, I tried to stay within the framework of the standards that Jacob had. In the end, thanks to his professionalism and my endurance, everything went splendidly. The dresses were very comfortable and high quality. In addition, as part of the preparation, the team and I selected make-up, hairstyles, and accessories, which are important to putting together a solid image.

Mariya, what else did you enjoy about the Cannes Film Festival?

I haven’t yet mentioned the film screenings themselves, and these were among my favorite experiences at Cannes! There’s such a palpable energy and excitement in the theater when you’re watching a movie during its premiere. Fresh film masterpieces are shown just for you, as a guest of the program. It’s great.

And, of course, the people. I’m not the most sociable person, but I was very pleased to be surrounded by famous celebrities and communicate with them. The festival brought together well-known, energetic personalities from different fields: cinema, business, and marketing. The event was attended by many talented bloggers, influencers, and designers. It was a very interesting social experience.

Which movie premiere made the greatest impression on you?

I managed to visit three film premieres in total. The film Rapito (“Kidnapped”), which demonstrates the fate of a Jewish boy, made a special impression on me. I’ve always been interested in historical films, and Rapito touches on some controversial historical moments. In addition, it is beautifully filmed — it is a  pleasure to watch. I want to highlight the fact that the leading actors are sitting right in front of you, and you hear their real voices from the screen.

I would love to watch it again, as the premiere was in Italian with English subtitles. I would like to see this picture in full-fledged English dubbing.

Did you face any difficulties at the film festival?

Yes– but any big experience has such moments. I’m not used to focusing on the challenges, as I always try to look for the joy in everything. But since you asked, I can highlight some moments that made me less enthusiastic. I want to note, however, that nothing spoiled my impression of the festival in the least. World-class events are not only beautiful, but also physically difficult. At first glance, it may seem like it’s all fun, but there’s endless leg work behind the scenes. Due to my varied life experience, I understand how difficult it is to work from morning to night on my feet for a long time. But at Cannes, everything is a little different. You walk in high, unworn heels that you have just tried on. Sometimes you have to wear outfits that are too small for you. These details ended up being the least of my worries.

The Cannes Film Festival and the preparations for it are hectic, and you occasionally have to disregard certain things, such as shoes or accessories. You’re in constant motion, after all. For example, some red carpets are designed for multiple exits. In this case, the carpet events are held 2-3 times a day. You completely change your appearance: outfit, makeup, and hairstyle. This is an overload for the skin, hair, and the body as a whole. And just imagine: the event ends late at night, you leave the Palais des Festivals, and you are again met by photographers and bright camera flashes. This job requires some stamina and patience.

The most common difficulty at any global event such as this is the hatred and envy on the part of onlookers. Specifically, in my case, there were many different comments in which people criticized the work of my stylist — who is one of the best stylists on the planet! There were also attempts to make comments to our PR team. I know that I work with the best professionals in their field, so such comments do not offend me or my team.

Mariya, why was it important for you to attend the festival?

You know, for me, attendance was not and is not some great necessity. I have no clear goal to come to the event next year, but I’ll be glad if I do. If I get offers from designers and cool brands, great! I am happy to jump into the adventure again.

The most important process for me, as a professional marketer, is the overall development strategy involved in an event of this scale. It is interesting to watch the development of a personal brand. In this context, the Cannes Film Festival is a cool opportunity to collaborate with outstanding people.