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Sarah Sarosh made a stunning debut at the Cannes Film Festival this year. In an exclusive conversation with us, she opens up about her experience and her take on why having creators at such events really makes a difference.
Globally, all eyes have been on the Cannes Film Festival this month, with conversations around the many Indian films being screened this year, something that has led to a lot of pride and excitement back home. Along with these conversations about films, there has also been a growing discussion around the presence of digital content creators at the festival. While many people have loved seeing familiar faces on the red carpet and appreciated the stunning fashion moments, there have also been mixed reactions that question the relevance of creators at such a prestigious cinema-focused event.
Sarah Sarosh is one of the Indian digital creators who made their debut at Cannes this year. In a candid chat with us, she opened up about what it really felt like to receive that invite, how she prepared for her big debut, the message she wanted to send through her presence and fashion choices. She strongly emphasises the positive shift that comes with content creators being part of global cultural events like Cannes, and how their presence brings in a newer kind of representation that reflects the voices of a much larger, digital-first generation.
Also Read: Sejal Kumar opens up about the planning and hustle behind her Cannes 2025 red carpet debut!
Here is what she shared!
How did you feel when you first received the invitation to Cannes, and how did you prepare for your debut?
So I’m a very practical girl, and when I got the invite to attend the Cannes Film Festival, impostor syndrome kicked in hard. It honestly wasn’t even on my radar for the year. It wasn’t in my vision board, wasn’t something I had planned for or even dreamed about, so I had this moment of, “Why is this happening? Am I really supposed to be there?” I wasn’t excited at first because it didn’t feel real, even after the confirmation email came in, it still didn’t register for a long time. It was one of those surreal things where you’ve seen it all your life from afar but never once imagined you'd actually be there.
But once it was real, the preparation started almost immediately because I knew what a massive deal Cannes is. I knew how big the platform is, how many eyes are watching, and how important it was to do it right, especially because it was my debut. We carved out extra time every single day to plan for Cannes. From outfit planning and messaging to defining what exactly we wanted to represent, everything had to be intentional.
One thing that was very clear in my head from day one was that I wanted to represent Made in India loud and proud. Everything I wore, from sponsored outfits to jewellery, down to the tiniest detail, I wanted it all to be Indian-made, because I was going not just as a creator, but also as the founder of a proudly Indian brand. And I know how hard it is to scale and sustain a brand that’s homegrown. Sadly, even within India, we often don’t give Made in India brands the same kind of respect or love that we shower on global labels, so I wanted to take this opportunity and spotlight Indian craftsmanship and innovation on an international stage.
As for my expectations, I kept them simple. I had spoken to so many creators who had attended before and the one thing they all said was, “It goes by in a flash, just soak it all in.” So that’s what I decided. I wanted to work hard, put my best foot forward, and then just enjoy the moment. This was my first time, and of course, we were going to make mistakes, but we were also going to learn. I have my list of things I’m proud of, and a few regrets too, but I wouldn’t change a thing.
And if you ask what I was most looking forward to, it was definitely the red carpet moment. Not because of the media or the paparazzi, but because it felt like a once-in-a-lifetime experience. I treated it like a skydive; you just jump, and feel the fall.
What was your style or fashion philosophy for the Cannes red carpet, and why?
For me, choosing what to wear was about feeling my most beautiful and true self. I wanted to carry the story of Made in India. I didn’t want to follow any trends or get overly experimental since it was my first time. I wasn’t sure if I’d get another chance, so I wanted the look to feel like me—familiar and authentic.
For the red carpet, I wanted to do something unique—a custom sari that went beyond the usual six yards. Being six feet tall, six yards often isn’t enough fabric for me, so we added extra material to make it fit perfectly. The goal was to create a sari that hugged my body and made me feel bold and beautiful.
Since this is a global event, the sari silhouette is something familiar to everyone, so I wanted it to be glamorous enough for Cannes but also functional. After all, I wasn’t just there to walk the carpet—I was going to a movie premiere where I’d be sitting in a theater for three hours. So the pallu was longer than usual, giving that dramatic, elegant effect on the red carpet, but it was made of a light, feathery fabric that I could easily fold and carry gracefully inside to enjoy the film. I was involved in every part of the creative process—from mood boarding to sketching, selecting fabrics and embroidery, and making sure the fit was just right. It was truly a full collaboration to bring this vision to life. About my outfit, I want my audience to feel one thing: brown girl represent.
Did you follow any personal or cultural rituals before walking the Cannes red carpet?
I’m very, very desi when it comes to things like this. Before I even stepped onto the red carpet, I had dahi shakkar as a ritual. My best friend and manager put kajal below my eyes, and my assistant manager helped remove the nazar (evil eye). We made sure to do all these personal Indian rituals before I walked the red carpet.
What would you say to people who question the presence or role of social media creators at Cannes?
I genuinely believe creators deserve to be at the Cannes Film Festival, especially those who have a voice, who are creating impact, and driving change because we are very much a part of the media, and Cannes is, at its core, a celebration of media and storytelling. So there really shouldn’t be any doubt about why creators are there.
Honestly, I find the question itself a bit vague now. After attending Cannes, no one asked me, “Why are you here?” or “What would a creator even do at Cannes?” Because once you're there, you realize, we belong. It's that simple. And when you talk about why it makes sense for creators to work on a global platform like Cannes, the biggest reason is representation, especially South Asian representation, which has been incredible this year and even last year. It feels amazing to witness that shift. Walking around Cannes in a sari was something I’ll never forget. Tourists and locals constantly stopped me, took pictures, complimented me, admired the fabric, the silhouette, the design. It was a chance for them to see Indian culture, fashion, and craftsmanship up close.
If I had to sum up my Cannes debut, I’d call it iconic. It was everything I hoped for. Sure, there were things I could’ve done better, and I’ve learned from them, but I’m proud of myself, my team, and everything we put out there. I’m incredibly grateful to Brute for the opportunity. It was truly unforgettable.
What’s something people still misunderstand about creators being here at the film festival?
What some people still misunderstand about creators being at the Cannes Film Festival is that they often think it’s only for people from the traditional film industry. Of course, directors, producers, and actors are central to the festival, but they’re always accompanied by media journalists, PR reps, and many others who cover the event. Social media today is huge, yet many don’t realize that creators actually have a voice that reaches audiences faster and more directly than traditional film channels. The film industry recognizes this now, which is why social media creators have become vital, not just as accessories or fashion highlights, but as authentic voices sharing real experiences.
From what I saw and felt, creators are the perfect fit for a festival like Cannes. Having been there myself, I can honestly say I never felt out of place for a single moment. It’s definitely a space where content creators belong.
Has attending Cannes changed how you view your role or responsibilities as a public figure and creator?
Honestly, I’ve always felt a responsibility being a public figure with a voice on the internet and so many people following me. I try to stay honest and candid both online and offline so people can relate to me in the best way possible. But now, being part of such a huge global event like Cannes, I truly feel proud that I was able to bring the Made in India message, Indian culture, and heritage all the way to the red carpet.
That pride makes me want to keep that momentum going. My look was inspired by legends like Aishwarya Rai and Rekha Ji, who have always carried sarees and the elegance of India with such confidence and grace. Every time you see Rekha Ji in a sari, you think iconic. She embodies Indian culture wherever she goes. That’s exactly how I want to be remembered moving forward. Beyond the cameras and couture, Cannes for me personally is a celebration of art. The vibe at the festival is truly infectious. There are so many people, everyone dressed beautifully and artistically, all gathered just to enjoy the festival’s energy. It’s not just about media and glam; it’s about celebrating art, fashion, and cinema in the most colorful way.
What does South Asian representation at Cannes mean to you personally and for the industry?
I’ve always believed creators deserve to be at the Cannes Film Festival. We have a voice, we make an impact, and we’re a vital part of the media. Cannes is a festival for the media, so there should be no question about why creators attend. After being there myself, I never faced any doubt about my presence because we genuinely belong.
Representation is key. South Asian presence on the Cannes carpet has been massive this year and last year. Even as a viewer last year, seeing so many Indians at Cannes made me feel proud that India is finally on the global map. Every day I walked the red carpet in a sari, I was stopped by tourists and locals alike, who complimented the designs, fabrics, handlooms, and the silhouette of India. This kind of representation is crucial because the narrative around India has long been outdated. People need to see the real, evolving culture and fashion we bring.
My summary of Cannes: it was iconic. I had the best debut and wouldn’t change a thing. Of course, I learned lessons and took away valuable experiences, and I’m proud of myself and my team for everything we accomplished. I’m extremely grateful to Brute for this incredible opportunity.
How do you view your Cannes experience in the context of your overall journey as a creator?
Cannes is definitely a proud achievement, but it’s not my entire identity—more like a degree added to my CV. I’m self-made, starting from making beauty videos in my parents’ house to doing my own makeup on the Cannes red carpet. The journey has been long and tough, and every step was shared with my audience. Many people said my win felt personal to them because they connected with my struggles. This win is not just mine; it’s for every tall, brown girl who’s ever felt out of place. Growing up, I often felt different because of my height and skin color, but on that red carpet, I truly felt like I belonged.
Do you agree with Sarah Sarosh's thoughts about creators making it to the Cannes red carpet? Share your thoughts on her looks with us!
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