Magnum paved the way for fashion and ice cream collaborations. It started by asking Karl Lagerfeld to direct Chanel’s darling Rachel Bilson in a three part TV commercial back in 2011. In 2013, it was Zac Posen was commissioned to create a one of a kind 24-carat gold dress for the Magnum Gold release.
Finally, this last summer the fashion collaboration went straight to the ice-cream and Dolce & Gabbana signed a Pistachio White (Couldn’t get more Italian, right?) flavour to celebrate Magnum’s 25th anniversary.
Apparently, Magnum started a global trend. To celebrate Rio de Janeiro’s 450th anniversary, Kibon (Brazilian’s version of Wall’s) released their own popsicle fashion partnership. The chosen label was Farm (Brazilian retailer based in Rio) expert in selling the city’s lifestyle. The yerba maté and lemon flavour is refreshing enough for the more-than-hot tropical summer. Perfect to be consumed at the beach.
Not surprised this is becoming a trend since fashion and ice-cream are girls’ best friend. Who is going to be next?