Magnum fuses sustainability with fashion brought to life through an innovative partnership with avant-garde visionary Iris Van Herpen as modelled by Cindy Bruna.
Magnum 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 an Haute Couture vegan 3D printed dress inspired by the iconic Magnum Vegan Ice Cream.
Unveiled at Elysée Montmartre, the Magnum Vegan Dress was revealed to the world during Paris Fashion Week as Cindy Bruna took to the runway in Iris Van Herpen’s 15th Anniversary show debuting the unique design to the world and paving the way as the brands first steps into circular fashion.
The Magnum Vegan Dress is a celebration of Magnum’s Vegan range; advertised as “an expertly crafted and award-winning collection of plant-based indulgence and 100% Magnum taste, without any dairy.”
Magnum has been 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.
The brand also aims to strengthen its long-term commitment to fashion by announcing its partnership with the University of Leeds, where it commissioned a research project with the School of Design to further this commitment and look at how Magnum can bring to life accessible, sustainable fashion using by-products from its core ingredients. This is part of the brand’s long-term commitment to 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.
Sharing the show virtually through their social channels, Magnum and Iris Van Herpen will stream exclusive content available on TikTok and Instagram inviting Pleasure Seekers to join the exclusive Paris showcase virtually from across the globe.
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’s Vegan ingredients in an indulgent fusion between the brand’s iconic melting chocolate and Iris’ luxurious fluid designs. With the aid of 3D 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 3D printed using extrusion technology developed by Dutch studio Klarenbeek & Dros.
“I am honored to have been approached by Magnum as a partner to bring to life the Magnum Vegan Dress,” said Iris Van Herpen, who has built up significant experience working with various 3D printing technologies in the fashion world. “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.”
The dress features intricate details including plantlike body embellishments which are copper-coated, draped and entwined with upcycled and pliseed organza, while other 3D elements have been printed using SLS technology.
The creation of the Magnum Vegan gown marks a dynamic collision between ice cream and haute couture, supporting both Magnum’s and the Maison of Iris van Herpen’s ambitions to work towards a fully sustainable production chain within the fashion industry and beyond.
“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,” said model and fashion Icon Cindy Bruna. “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,” she added.
The Magnum Vegan Dress is part of Iris van Herpen’s fifteenth-anniversary collection entitled “Meta Morphism”. The collection explores society is embracing 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 perceived reality.
