A concept proposal for Kargo’s annual Cannes Lions kickoff party. This direction blends vibrant summer hues & upscale leisure to feel both timeless & effortlessly stylish.
1850s
1950s–60s
Today
French Naval Origins
Stripes originated as part of the French navy uniform—the classic marinière (blue and white striped shirt). Coco Chanel popularized it in the 1910s as high fashion, blending utility with elegance.
Riviera Glamour
As Cannes became a jet-set destination post-WWII, stripes became synonymous with coastal leisure and film star style. Icons like Brigitte Bardot and Pablo Picasso (who often seen in striped tees) helped cement its artsy, relaxed image.
Bold, Graphic, & Instantly Iconic
Today, stripes are more than just a nod to nautical tradition. In Cannes, they represent the intersection of style and summer. From cabana chairs to couture, stripes have become part of the visual language of the Riviera: bold, graphic, and instantly iconic.
This concept nods to Cannes' cinematic roots and coastal fashion, stripes bring movement, style, and story to the design.
The Takeoff Kit
Kargo’s party is iconic for kicking off Cannes Lions on Monday, making us the first brand they experience. So why not go a step further?
The Takeoff Kit offers curated travel essentials that let’s us bookend their Cannes experience from takeoff to touchdown.
