Indra Aziz
Cannes, France – For the second consecutive year, the iconic La Croisette boulevard, a shimmering testament to the allure of the Cannes Film Festival, played host to the opulent House of Magnum®, with CLASH magazine once again granted exclusive access to its highly anticipated annual showcase. This year, however, marked a significant pivot for the renowned ice cream brand, moving beyond its established connections with the music industry, which previously saw artists like Troye Sivan and Charli XCX at the forefront of its campaigns, to embrace the high-stakes world of haute couture. Magnum® ice cream proudly unveiled its first-ever "Taste Architect," the celebrated stylist to the stars and influential cultural commentator, Law Roach, signaling a bold new direction for the brand’s creative vision.
A Paradigm Shift: From Music Icons to Fashion Visionary
The transition from musical ambassadors to a leading figure in fashion underscores Magnum’s strategic evolution. While past collaborations with musicians like Troye Sivan and Charli XCX successfully leveraged their cultural influence and broad appeal, the appointment of Law Roach signifies a deeper integration with the aesthetic and conceptual realms of high fashion. Roach, renowned for his transformative work with global superstars such as Zendaya and Anya Taylor-Joy, brings an unparalleled understanding of visual storytelling and trendsetting to Magnum®. His role as "Taste Architect" transcends traditional brand ambassadorship, positioning him as a curator and visionary responsible for shaping the brand’s creative output through a unique intersection of taste and style. This strategic alignment aims to elevate Magnum® from a beloved treat to a symbol of sophisticated indulgence and cutting-edge design.
Law Roach as Taste Architect: Orchestrating a Culinary and Couture Symphony
In his inaugural role as Taste Architect, Law Roach was tasked with a monumental undertaking: overseeing the design and curation of an unprecedented runway presentation. This event showcased emerging designers from across the globe, each challenged to translate the essence of signature Magnum® ice cream flavors into wearable art. The collection drew particular inspiration from the new Magnum® Signature range, featuring daring flavor profiles such as pistachio and peach, themselves inspired by the intricate artistry of contemporary patisseries. The runway show itself represented a departure from conventional fashion presentations, embracing a philosophy of reinvention, meticulous compositional balance, intricate textural detail, and the evocation of pure sensory pleasure – a philosophy that mirrors the multi-layered experience of enjoying a premium ice cream.
The collection’s thematic depth was evident in the designers’ interpretations. Each couture piece was meticulously crafted to embody the distinct character of its corresponding Magnum® flavor. This fusion of culinary inspiration and haute couture resulted in a visually stunning and conceptually rich display, pushing the boundaries of what fashion can represent and how it can engage with other sensory experiences. The designers were encouraged to explore the textures, colors, and emotional resonance of the ice cream, translating them into fabric, silhouette, and embellishment. This innovative approach allowed for a unique dialogue between the culinary and fashion worlds, creating a memorable and impactful experience for attendees.
Ethan Leyland: The Star of the Show and the Power of Organic Reach
Among the talented cohort of designers, Liverpool-based couturier Ethan Leyland emerged as a standout performer, earning the distinction of MVP (Most Valuable Player) at the House of Magnum® showcase in Cannes. Handpicked by Law Roach himself, Leyland’s creation was a breathtaking homage to the enduring appeal of the Magnum® Classic. His piece, a masterclass in conceptual design, began as a striking chocolate brown leather garment. Upon unzipping, it dramatically revealed a voluminous, cream-toned dress beneath, a sartorial metaphor for the satisfying crack of Magnum’s® iconic chocolate shell and the smooth, indulgent ice cream within. This reveal was not merely a stylistic flourish but a narrative device, setting a tone of refined craftsmanship and modern indulgence that permeated the entire evening.
Leyland’s presence at such a prestigious event is a testament to the evolving landscape of the fashion industry, where traditional gatekeepers are increasingly bypassed by the power of digital platforms. In an exclusive conversation with CLASH, Leyland shared the organic trajectory that led to his involvement. He highlighted how cultivating an authentic online presence, deliberately avoiding the perceived elitism often associated with fashion, was instrumental in attracting the attention of both Magnum® and Law Roach. This approach allowed him to connect directly with a global audience and demonstrate his creative vision without relying on conventional industry channels.
"I knew that social media was my tool to find my audience, to be able to make this career a reality," Ethan shared, articulating a sentiment echoed by many contemporary creatives. "I started this series where I was turning brands into couture, and I began with Magnum of course, because we had an existing relationship. I had created this couture piece based on the Double Utopia Cherry flavor, and Law [Roach] commented on my post saying he wanted me to join him in Cannes. This has been a very organic process with Magnum, the next logical steps in our relationship. It feels full circle." This narrative underscores a significant shift in how talent is discovered and nurtured, emphasizing merit and genuine connection over traditional networking.
Leyland further elaborated on the synergy he found with Law Roach, attributing the stylist’s ascent to his discerning curatorial eye and his commitment to selective collaborations. "He’s very particular about who he works with, I’m very much like that as well," Ethan continued. "There’s so many jobs I can say yes to, but that’s not going to fulfill me and what I want out of this career. I find that to be work, and I don’t ever want to feel like I’m working in this job. He has a vision and he sticks to it." This shared philosophy of artistic integrity and intentionality has clearly forged a strong professional bond between the two, contributing to the success of the Magnum® showcase.
A Star-Studded Soiree and Sensory Indulgence
The runway presentation served as an electrifying prelude to the highly exclusive House of Magnum® VIP party, which drew an A-list crowd to the French Riviera. The red carpet was graced by an array of luminaries, including Law Roach himself, supermodel Heidi Klum and her son, model Henry Samuel Klum, the captivating Adriana Lima, actor Lucien Laviscount, singer Halsey with her fiancé Avan Jogia, and social media personality Nella Rose. Their presence amplified the event’s prestige, transforming it into a true celebrity spectacle.
The evening’s musical program was equally impressive, featuring headline performances by acclaimed artists Angèle and Andy 4K, who ignited the dancefloor in front of a packed audience. Adding to the sonic tapestry were esteemed DJs including Adèle Castillon, The Blessed Madonna, Busy P x Carlita, and Tatyana Jane. The curated sets moved seamlessly through a diverse range of genres, from balearic house and R&B-infused transitions to Afro-fusion, hard groove, and euphoric Euro-pop. This dynamic musical curation ensured a sustained flow of energy, breathing life into the warm, atmospheric ambiance of a quintessential summer night on the French coast. The collective performance created a vibrant and immersive experience, perfectly complementing the luxurious setting and the brand’s ethos of sophisticated enjoyment.
The Magnum® Dipping Bar: A Bespoke Culinary Experience
Throughout the star-studded evening, guests were invited to engage with a central element of the Magnum® experience: the world-famous Magnum® Dipping Bar. This interactive station offered attendees the unique opportunity to craft their own personalized Magnum® ice cream creations. By selecting from a wide array of premium toppings, drizzles, and inclusions, guests could design a bespoke dessert that mirrored the sensory exploration offered by the fashion show’s House of Magnum® Collection. This element served as a tangible extension of the brand’s commitment to personalized indulgence and artisanal quality, allowing each guest to become a creator of their own delicious masterpiece. The dipping bar, a hallmark of Magnum® events, provided a playful yet sophisticated way to connect with the brand’s core product and its premium positioning.
The Debut of the Magnum® Signature Range: A Fusion of Luxury and Flavor
The event also marked the decadent debut of the new Magnum® Signature range. This collection, featuring the sophisticated Magnum La Pistache with its bold pistachio flavor and the vibrant Magnum La Pêche, boasting a luscious peach profile, was designed with a couture-level attention to detail. Each variant artfully pairs indulgent, high-quality gelato with Magnum’s® iconic, perfectly cracking chocolate. The introduction of these new flavors at such a high-profile event underscored their premium positioning and their alignment with the sophisticated aesthetic of the House of Magnum® showcase. The flavor profiles themselves, inspired by the refined complexities of modern patisserie, reflect a deliberate effort by Magnum® to appeal to a discerning palate seeking elevated sensory experiences.
The Magnum® Signature range represents a significant investment in product innovation, moving beyond traditional flavor combinations to explore more nuanced and gourmet options. The emphasis on "couture-level attention to detail" in their development suggests a commitment to quality and artistry that extends from the ice cream itself to its packaging and presentation. This strategic product launch aims to reinforce Magnum’s® brand image as a purveyor of luxury and indulgence, appealing to consumers who seek sophisticated and memorable taste experiences.
A Marquee Showcase: Redefining Brand Activations
As the night drew to a grand close, the lingering impression was undeniable: the House of Magnum® in Cannes is not merely an event; it is a meticulously crafted, multi-sensory spectacle that transcends typical brand activations. By weaving together the worlds of high fashion, celebrity, music, and culinary artistry, Magnum® has established a unique platform for engaging consumers on multiple levels. The strategic appointment of Law Roach as Taste Architect and the empowerment of emerging designers like Ethan Leyland demonstrate a forward-thinking approach to brand building, one that prioritizes creativity, authenticity, and a deep understanding of cultural trends. The event’s success lies in its ability to create a cohesive narrative of indulgence, innovation, and sophisticated pleasure, solidifying Magnum®’s position as a leader in premium lifestyle experiences.
The ongoing success of the House of Magnum® in Cannes speaks to the brand’s ability to adapt and innovate within the competitive luxury market. The integration of fashion, a visually driven and aspirational industry, with the universally beloved appeal of premium ice cream creates a powerful synergy. This approach not only enhances brand perception but also provides tangible opportunities for product innovation and storytelling. The event serves as a powerful testament to Magnum’s® commitment to offering more than just a product; it offers an experience, a moment of elevated enjoyment that resonates with its target audience.
Photography Credits
Photography for the event was provided by Haruki.
