For the world's most prestigious clothing and jewellry companies, a celebrity hotspot like Cannes is big business.

With A-listers parading their outfits in front of the waiting media every night, convincing a star to wear your dress on the red carpet is a major coup.

Which is why, every day, designer firms like Elie Saab and Swarovsky give their creations away for free to the highest-profile guests who'll deign to wear them.

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