Full Breakdown
Alan Cumming Highlights the Gothic-Queer Aesthetic of Peacock’s “The Traitors” at Cannes Lions
6/25/2026, 1:20:00 AM
The Traitors’ Gothic-Queer Turn
At the Cannes Lions festival (June 22-26, 2026), host Alan Cumming explained how the reality competition *The Traitors* leverages a “theatricality and campness, the gothic, queer vibe” to attract viewers. He argued that the show’s visual style—ranging from elaborate costumes to a “weird, femmy” wardrobe—has become a defining element of its brand identity.
Origins of the Aesthetic
*The Traitors* is produced by Studio Lambert for NBCUniversal’s streaming service Peacock. Filming takes place at Ardross Castle in Scotland, a location that reinforces the series’ gothic atmosphere. Cumming approached Studio Lambert with a concept to portray his host character as a “Scottish laird lord – a dandy,” a proposal that was accepted and translated into the show’s costume design. The first civilian season, recently completed, features a slightly toned-down version of the original aesthetic.
Principal Players
- Alan Cumming – Host and creative contributor.
- Peacock (NBCUniversal) – Platform and rights holder.
- Studio Lambert – Production company overseeing design and filming.
- Rachel Zoe – Bravo star and fashion designer who interviewed Cumming on the Lumière stage.
- Liberace Foundation (Las Vegas) – Research site Cumming visited for a separate directing project, influencing his perception of flamboyant costume.
- Ardross Castle – Scottish venue where the series is shot.
Official Endorsements & Responses
Peacock and Studio Lambert have publicly affirmed the decision to foreground a gothic-queer visual language. Internal briefings describe the aesthetic as a “deliberate creative choice” that aligns with the network’s strategy to differentiate the series in a crowded reality-TV market. The production team confirmed that Cumming’s “Scottish laird lord” concept guided costume fittings, including a notable coffin-inspired outfit from the previous season.
Cultural Significance
Cumming suggested that the show’s bold aesthetic could influence public attitudes toward queerness and non-binary identities, especially at a time when some political leaders portray such identities negatively. By presenting “weird, femmy” outfits on a mainstream platform, the series may contribute to a broader cultural conversation about representation and acceptance.
Verbatim Quotes
- “When you do a new show like this, everyone is a bit nervous and cautious, [but] all the things we were kind of nervous about were the things people really liked about it: The theatricality and campness, the gothic, queer vibe. Those are the things we’ve leant into that have stuck with people.” — Alan Cumming, Host, *The Traitors*
- “I really love the fact that the clothes and the queerness of the aesthetic, in a time in our culture where queerness and non-binariness is seen as a negative and not looked upon well by our leaders, that this show is so successful,” — Alan Cumming
- “One of the reasons for that is I, as a middle-aged man, can rock up in a weird, femmy outfit from time to time. It’s a really positive thing and I like that we will probably be changing people’s attitudes.” — Alan Cumming
- “I thought, ‘Oh my god, that is me in The Traitors,'” he said.” — Alan Cumming (reflecting on a visit to the Liberace Foundation)
- “The man taking us around said the thing about Lee was his outfits were so buoyant and big that he kept having to top himself.” — Alan Cumming (quoting a Liberace Foundation guide)
What’s Next
Following his Cannes Lions panel, Cumming will perform a DJ set for an NBCUniversal-hosted evening event. The newly filmed civilian season of *The Traitors* is slated for release later in 2026, continuing the series’ commitment to its gothic-queer visual strategy.
