Magnum Ice Cream, the chocolatiers of ice cream, has partnered with luxury Dutch fashion designer, Iris Van Herpen – one of the industry’s most talented and forward-thinking creatives – to design a haute couture vegan dress inspired by the iconic Magnum vegan ice cream.
Unveiled during Paris Fashion Week at Elysée Montmartre on July 4, the Magnum Vegan Dress was revealed to the world as Cindy Bruna took to the runway in Van Herpen’s 15th Anniversary show debuting the unique design to the world and paving the way as Magnum ice cream’s first steps into circular fashion.
The Magnum Vegan Dress is a celebration of Magnum ice cream’s vegan range; an expertly crafted and award-winning collection of delicious, plant-based indulgence and 100% Magnum ice cream decadence, without any dairy. Magnum ice cream believes a day without indulgence is a day lost, and that everyone should be able to pursue what brings them joy, whatever this may be, the company said. This campaign brings together Magnum ice cream fans from across the world to indulge in the decadence of plant-based deliciousness and invites them to experience and celebrate Magnum Vegan through an all-new fusion of cocoa and haute couture.
The Vegan Dress
The first of its kind for the brand, the Magnum Vegan Haute Couture Dress has been designed and created using an intricate 3-dimensional design, incorporating sustainable materials that reference Magnum ice cream’s vegan ingredients in an indulgent fusion between the brand’s iconic melting chocolate and Iris’ luxurious fluid designs. With the aid of 3-D printing technology, the Magnum Vegan Dress is also the first haute couture dress to be made from cocoa bean husks, which have been processed to create a fully organic biopolymer material.
The dress features intricate details including plantlike body embellishments which are copper-coated, draped and entwined with up-cycled and pliseed organza, while other 3-D elements have been printed using innovative SLS technology (Selective Laser Sintering).
The creation of the Magnum Vegan Dress marks a dynamic collision between ice cream and haute couture, supporting both Magnum ice cream and the Maison of Van Herpen’s ambitions to work towards a fully sustainable production chain within the fashion industry and beyond.
Speaking about the collaboration, Van Herpen said, “I am honored to have been approached by Magnum ice cream as a partner to bring to life the Magnum Vegan Dress. As a designer, I have always worked to push the boundaries of design and this collaboration has really allowed us to take this one step further by linking the ingredients of an iconic Magnum Vegan to create a haute couture design. The opportunity to work with the brand on such an innovation in sustainable fashion has been a very special experience.”
Bruna, who modeled the Magnum Vegan Dress said, “What an honor to be able to reveal the Magnum Vegan Dress to the world — and to be able to do this at Iris’ 15th anniversary show just makes this even more special. Bringing together ice cream and haute couture in such an unexpected and impactful way is so exciting, making this a partnership that I am delighted to be a part of.”
Iris Van Herpen AW22 Collection
The Magnum Vegan Dress is part of Iris van Herpen’s 15th anniversary collection entitled “Meta Morphism.” The collection explores society’s embrace and acceptance of a new world of digitalism with the arrival of the metaverse and how this is becoming an increasingly prevalent part of everyday life. Inspired by Ovid’s canonical poem “Metamorphoses,” the designer breaks down the lines between reality and digital realms in a futuristic, avant-garde collection designed to inspire and evoke the question of who we are beyond a perceived reality.
Magnum Ice Cream’s Commitment to Sustainable Fashion
Magnum ice cream is always looking to lessen its impact on the world and this partnership with Iris van Herpen marks the brand’s first step towards a wider ambition of circularity in the fashion industry.
Magnum ice cream aims to strengthen its long-term commitment to fashion by announcing its intended partnership with the University of Leeds. The brand intends to commission a research project with the Leeds Institute of Textiles and Colour (LITAC) in the School of Design to further this commitment and look at how Magnum ice cream can bring to life accessible, sustainable fashion using by-products from its core ingredients. This is part of the brand’s long-term commitment of putting sustainability at the heart of the brand and working towards revolutionizing its waste product into a viable, circular solution inspired by its longstanding inspiration from fashion.
Throughout Paris Fashion Week, Magnum ice cream and Van Herpen will be sharing exclusive behind-the-scenes content on TikTok and Instagram, inviting fans to experience the partnership and magic of fashion week virtually from across the globe.