Lewis Gilbert and his crew decided to bring Alfie Elkins to Cannes by having Michael Caine and several models pose for photographers near the Boulevard de la Croisette. These weren't typical promotion photos, what made them different was the fact that all of the models wore white pants that had "Alfie Is..." written on the back. A very original promotion technique for the film.
Michael Caine on the other hand wore light colored pants with a matching sweater and shirt to pose with "Alfie's Birds". Worth noticing are his trademark Oliver Goldsmith eyeglasses.