The Cannes Croisette has been busy with receptions, parties, pop ups, dinners and the hustle and bustle of celebrities trying to get to the red carpet. Because fashion and film are entwined in a relationship that’s stronger than ever before, film festivals like Cannes are filled with fashion brand events that extend the style conversation beyond the flamboyant clothes of the red carpet. This year, brands from Saint Laurent, Lanvin and Dior to Michael Kors and Kilian Paris have all been having parties bringing together friends of their respective houses all amid the city’s celebration of film.

On Wednesday night, May 22, fragrance brand Kilian Paris hosted a star-studded party at a restaurant-turned-nightclub, where the brand launched its newest scent Sunkissed Goddess. Kilian Hennessy, the founder of Kilian Paris, greeted guests and posed for photos with them. Attending the party were Kelly Rowland (who had previously had a tense exchange with security at Cannes), Coco Rocha and Lucien Laviscount.

“Gold or nothing” was written on the invitation so many guests showed up in gold outfits and took pictures in front of the large Kilian Paris sign with a glistening gold backdrop before going inside. The bar served custom cocktails while one station served coconut water in coconuts. There was also a tattoo station — a typical Kilian brand party highlight.

Michael Kors hosted a dinner of select celebrities and influencers across from the Martinez Hotel at their beach club, followed by an afterparty. Attending the dinner and dressed in looks from the Michael Kors Collection were actress Kelly Rutherford, Princess Maria-Olympia of Greece, Rossy de Palma and others. The collection is an ode to the sophistication of the chic resort wear that Michael Kors calls “barefoot glamour.” Gathered together at sunset for cocktails on the pier of the hotel beach club, guests were then seated in the restaurant while French singer Santa (aka Samanta Cotta) serenaded them.

The dinner then transformed into an afterparty that went until at least 2 a.m. with a soundtrack of early 2000s pip-hop provided by DJ Martin Solveig. Seen at the afterparty was L.A.-based real estate broker and Selling Sunset star Jason Oppenheim relaxing with friends.

For the last 12 years, Nespresso — known for its humorous George Clooney ads — has had a presence on the Croisette during the festival, providing a place where people can sit on the beach while sipping cocktails during meetings or between meetings. Nespresso’s orange-colored beach club also offers lunch; reservations necessary.

The Swiss upscale coffee brand also curated a dinner during the festival, with food by Chef Jean Imbert, who won season 3 of the Franco-Belgian iteration of the reality show Top Chef. He took over as the head of kitchens from Alain Ducasse at Paris’ Hôtel Plaza Athénée and is head of the kitchens at the Hôtel Martinez on the Croisette. Attending the dinner were French rugby player Antoine Dupont, French media personality Léna Mahfouf and Filipino actress Pia Wurtzbach. And just before the dinner, French actor Omar Sy, from the Netflix show Lupin, met with Chef Imbert.

Dior was one of the first brands to hold a party at the start of the festival, which was held in conjunction with Madame Figaro and Moët & Chandon. Held on the rooftop of the JW Marriott Hotel, it was a lively affair where actress and global brand ambassador for women’s fashion and makeup Anya Taylor-Joy attended and mesmerized guests. Also in attendance was film director Greta Gerwig, French actresses Juliette Binoche and Camille Cottin, and German actress Wilma Elles. With a pool in the center of the space, guests sipped custom cocktails and munched on hors d’oeuvres. Bringing life midway through the party was French singer Eddy de Pretto.

And Lanvin, even though the brand has not announced who its next creative director will be, was quite busy during the festival. A new Lanvin boutique opened on May 12 just ahead of the festival. It marks a return to the storied French town as house founder Jeanne Lanvin had opened a boutique on the Croisette back in the early 1920s.

“This is a return to Cannes for Lanvin after a century-long absence. It has meaning. And as it always is with real estate, this was about seizing a fantastic opportunity to come back in a prime location on La Croisette,” Lanvin deputy general manager Siddhartha Shukla told WWD.

Inside shoppers will find a maritime-inspired store design and anecdotes from the brand’s founder. Lanvin also hosted a filmmaker’s dinner paying recognition to director and screenwriter Paul Schrader and actress and director Valeria Golino. In attendance were Abel Ferrara, Whit Stillman, Melita Toscan Du Plantier and Cannes festival chief Thierry Frémaux.