CANNES, France, May 13, 2010 (AFP) - Fashion brands as well as films are fighting it out on Cannes' fabled red carpet.

Gucci, Pucci, Armani and even the house of late British fashion genius Alexander McQueen battled for paparazzi attention at the grand gala opening of the festival late Wednesday 12 May.

Cate Blanchett wears Alexander McQueen - Photo: AFP

Cate Blanchett, star of the opening movie "Robin Hood", stood out in a stark dress-with-a-difference designed by the sometimes outlandish McQueen -- an eagle-adorned black and silver number that had little to do with the country robes sported by her character Lady Marian.

Partner Russell Crowe, who plays the archer-turned-outlaw, and his wife Danielle Spencer both sashayed up the carpet in Giorgio Armani, the Italian fashion house said.

As did US actor Benicio Del Toro and British actress Kristin Scott Thomas, who hosted the gala opening ceremony in a sequinned gown.

"Desperate Housewife" Eva Longoria went for Pucci, but with a flamenco touch, dragging a ruffled wedding-style train up the festival steps.

British actress Kate Beckinsale, who is on the jury that will this year hand out the Palme d'Or prize, also pulled a fluffy train up the carpet and at one point apparently asked co-jury member Del Toro to please step off it as she couldn't move. He politely stepped away.