Magnum: The Vegan Dress - Runway

In a truly collaborative effort, LOLA Mullenlowe and Golin London have 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 dress inspired by the iconic Magnum Vegan, as part of an innovative collaboration with Magnum Ice Cream. The campaign launches today after the Magnum Vegan Dress was unveiled exclusively to global media and a host of A-list guests on Monday 4th July at Elysée Montmartre, during Paris Fashion Week. As the face of the campaign, 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 Magnum’s first steps into circular fashion. 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 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. In efforts to further strengthen its long-term commitment to sustainable fashion, Magnum has also announced its intended partnership with the University of Leeds where 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 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.The globally activated Magnum Vegan campaign features a variety of content mediums, all created in collaboration with the in-house production team at Iris van Herpen. Working in partnership with lead Content Manager Diek Pothoven and Photographer Jip Mus, a series of ‘behind the scenes’ content was created, capturing the intricate inspirations, processes, and development of the dress. Front of house content was also captured from Iris’ 15-year anniversary show, as the Vegan Dress was revealed at Paris Fashion Week. Carefully selected influencers from various European markets attended the show to capture exclusive branded content and share this across TikTok and Instagram to further the engagement and talkability of the campaign.