Magnum Ice Cream Shows Up At Paris Fashion Week As A Vegan Haute Couture Dress
Summer is here, which means it’s the season for ice cream, and Haute Couture at Paris Fashion Week.
Put the two together and it explains why Magnum Ice Cream’s giving the fashion crowd a sweet treat for the eyes with the world’s first vegan haute couture dress—made from cocoa, no less.
Designed by Dutch designer Iris van Herpen, the sophisticated dress was first worn by model Cindy Bruna at Paris Fashion Week as part of van Herpen’s larger collection.
The 3D printed dress was designed in swirls of brown fabric made from cocoa husks to imitate Magnum’s iconic show of chocolate melting onto vanilla ice cream, as present in their advertising.
Magnum had sourced the ingredients for the dress before it was turned into organic biopolymer material. Upcycled organza was also used to create an ethereal aesthetic as Bruna strutted down the runway.
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This isn’t Magnum’s first foray into luxury fashion. It has collaborated with models Cara Delevingne and Bella Hadid to promote its ice creams and ice cream coolers on different occasions. It is, however, its first physical manifestation of an ice-cream-turned-dress as it taps into an all-new high-fashion market.
Ethically sourced cocoa is on the rise in this new era of sustainability. As sweet as chocolate is, obtaining it could leave a bitter taste in one's mouth.
From deforestation to illegal labor, companies are moving towards cocoa farming that does not harm the environment. Magnum’s newest venture aims to signal a turn in the company's goals as it promotes sustainability and its line of vegan ice creams.
[via Marketing Dive and Yanko Design cover image via PR Newswire]
