When you get a good idea, just run with it, the saying goes.

Or totter, if you're Gwyneth Paltrow and the good idea was a pair of sky-high platforms that have helped revitalise your image.

Miss Paltrow has obviously decided to stick with the type of footwear that won her so much media attention in recent weeks.

In Cannes yesterday she wore a pair of studded gladiator platforms by the back-in-fashion house Balmain to a photocall for her film Two Lovers.

Well heeled: Gwyneth Paltrow in gladiator sandals and a toga-style dress, left, at the Chopard party at Cannes and arriving at the premiere of her new film Two Lovers in flowing Stella McCartney, right

It was her third dramatic outfit since arriving in the South of France on Monday.

That evening the Oscar-winning actress, 35, attended the Chopard Trophy Party in a Lanvin white toga-style frock with stiletto fetish-style heels from Balmain.

Hours earlier, she wore a Chanel dress and Roger Vivier platforms with £1million of borrowed diamonds for the premiere of Two Lovers.

Fighting shoes: Gwyneth wore the Romanesque sandals but the effect was more fancy dress than haute couture

Last month, Miss Paltrow had to be helped down the stairs of a restaurant in Paris while wearing 7in platform boots, and followed up with a week of outrageous heels while promoting the film Iron Man.

Her vampish makeover is a striking contrast to the relaxed style she favoured for the past few years, and coincides with her return to work after having children Apple, four, and Moses, two.

In bloom: Dita von Teese wears a stunning couture gown decorated with huge black and white blooms

Miss Paltrow recently admitted that she was unsure of the welcome she would receive in the industry.

"Hollywood is pretty cut-throat and everybody's got a short memory and there's always somebody younger or hotter . . . or prettier or whatever,'" she said.

Actress Christina Ricci opts for a simple strapless black gown, and model Eva Herzigova looks stunning in white