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Model and Beauty Entrepreneur Pritika Swarup Takes Us With Her to Cannes

pritika swarup cannes 2023
Pritika Swarup's Cannes Festival Photo Diary Courtesy of Brandsaway Creative

In 1946, the first-ever Cannes Film festival came about to recognize artistic achievement in film. 76 years later, the festival's celebration of art and the influence of movies in society comes with a severely glamorous crowd.

Pritika Swarup, a model and beauty entrepreneur, is among it. She, too, is awed by the history of the festival and believes that the pomp surrounding it is unique to the many other events (be it international galas, fashion weeks, and award shows) that she attends herself. "The ultra-glamorous energy of the city, people and global film industry is unlike any other events," Swarup tells Town & Country. "It has become a symbol of artistic achievement and a platform for groundbreaking films and innovative filmmakers. I very much look forward to the films, the red-carpet looks and meeting new creatives during this time."

For this iteration, Swarup

In 1946, the first-ever Cannes Film Festival came about to recognize artistic achievement in film. More than 75 years later, the festival's celebration of art and the influence of movies in society continues to draw a glamorous crowd.

Pritika Swarup, a model and beauty entrepreneur, is among them. She, too, is awed by the history of the festival and believes that the pomp surrounding it is unique compared to the many other events (be they international galas, fashion weeks, or award shows) that she attends herself. "The ultra-glamorous energy of the city, people, and global film industry is unlike any other events," Swarup tells Town & Country. "It has become a symbol of artistic achievement and a platform for groundbreaking films and innovative filmmakers. I very much look forward to the films, the red-carpet looks, and meeting new creatives during this time."

For this year's festival, Swarup was invited to walk red carpets for multiple films. The big hitter, however, was the Scorsese film, Killers of the Flower Moon, starring Leonardo DiCaprio, Robert De Niro, and Lily Gladstone. For the carpet, the model opted for a look that was equal parts bold and elegant. But, what exactly does it take for an attendee to walk the carpet of Cannes? Below, Swarup gives us a peek at what it takes to participate.

"The day is always chaotic, but I try to remain balanced and relaxed. In the morning, I drink an Ayurvedic detox tea packed with Ashwaganda, Licorice Root and Tulsi, powerful adaptogens and anti-inflammatories to cleanse my system. I love to listen to music throughout the day (Apple Music’s Chill playlist) which creates a calm yet upbeat mood. I really only get to relax after the carpet and love celebrating the special moment with my team!"

pritika swarup cannes 2023
Courtesy of Brandsaway Creative

"To ensure I’m in optimal condition both inside and out, I follow my Prakti pre-event skincare routine that focuses on nourishment and rejuvenation. My skincare staples are DeviDetox Purifying Face Cleanser, PritiPolish Instant Glow Exfoliator and SundaSkin Essential Hydrating Serum. Afterwards, my skin is ready for glam!" Swarup founded Prakti Beauty in 2021 with the purpose of bringing Indian beauty rituals to the forefront of the Western beauty market.

pritika swarup cannes 2023
Courtesy of Brandsaway Creative

For hair and makeup, Swarup uses Balmain Hair Couture Makeup and Nars Cosmetics. "My team and I aim to create bolder, more expressive looks; each style choice definitely brings out a different part of my personality. I have become progressively conscious of my selection of looks, the brands I represent, and the social statements we create together. We like to capture the essence of each designer I wear while putting our own twist on the look."

pritika swarup cannes 2023
Courtesy of Brandsaway Creative

Working with her stylist, Kristina Askerova, Swarup chooses to wear earrings and a necklace by Hassanzadeh Jewelry and a Genny dress. "I chose to work with Genny for the premiere of “Killers of the Flower Moon.” The gown is white with flat sequins – elegant and soft, but a major statement especially when the flashes go off. The texture of the dress gives this incredible shimmery wet look. My personal style is classic and edgy, so I feel this dress perfectly represents that. I love the geometric lines on the neckline, which really add dimension to the gown and create the edgy feel"

pritika swarup cannes 2023
Courtesy of Brandsaway Creative

Swarup test drives the look within the halls of Hotel Martinez. "I aim for unique, fresh, statement looks that translate my personal style in a meaningful way. Hair and make-up also play a significant role in the process because each part needs to complement the other. One of the most important things for me is to feel 100 percent myself when wearing outfits from different designers."

pritika swarup cannes 2023
Courtesy of Brandsaway Creative

Though Swarup appears calm and composted on the outside, the inside is another story. "It's a rush of adrenaline, excitement and joy. There’s so much that goes into walking the red carpet at the Cannes Film Festival. From the moment you wake up, everyone on your team is working. We do final fittings, glam checks, skincare prep, nails, and shoots with photographers and videographers to document every style detail. I’m so grateful for my incredible team to help manage it all."

cannes film festival 2023 pritika
Courtesy of Brandsaway Creative

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