Unilever’s Magnum explores sustainable fashion, the digital realm with cocoa dress

Diving brief:

  • Unilever’s premium ice cream brand Magnum has teamed up with luxury Dutch fashion designer Iris van Herpen to create a wearable, vegan cocoa bean dress, the first of its kind in haute couture, according to A press release.
  • The dress, which debuted at Paris Fashion Week and was worn by model Cindy Bruna, features a three-dimensional design and copper embellishments and was made from processed cocoa bean shells, intended to reflect Magnum Ice Cream’s commitment to sustainability and supporting its vegan. range of ice creams.
  • The partnership is part of a larger collection created by van Herpen that connects the Magnum brand to a conversation around digital and the metaverse. The designer and brand shared exclusive content on Instagram and TikTok this week.

Overview of the dive:

Magnum Ice Cream’s partnership with Iris van Herpen not only expands its reach to the luxury fashion community and further elevates its high-end status, but also represents the brand’s first steps towards its circular fashion ambitions and its continuous efforts in sustainability, an aspect that many companies have started to prioritize in recent years, including parent company Unilever.

Using Magnum’s own ingredients, the base of the dress was created with 3D printing technology and cocoa bean shells that were processed to create a completely organic biopolymer material. The dress puts more emphasis on sustainability with details such as recycled organza and is also an ode to Magnum’s vegan offerings with intricate detailing including plant body embellishments.

Reaching the fashion industry with a sustainable product could help Magnum attract new consumers from this audience. According to a study by McKinsey, 63% of fashion consumers consider a brand’s promotion of sustainability to be an important purchasing factor. Sustainability in general is also a growing concern for consumers around the world, with 43% saying they want to buy more from organizations that benefit society, even if those products or services cost more, according to EY. Future Consumer Index of June 2021.

This isn’t the first luxury fashion collaboration for Magnum, which has also teamed up with model Cara Delevingne and Moschino to celebrate the launch of two new ice cream flavors and model Bella Hadid and designer Alexander Wang to create a leather-wrapped cooler bag. The company also recently attempted to expand its reach into the beauty community with its May collaboration with Nails.INC to launch a line of six chocolate-scented nail polishes inspired by its Duet Ice Cream Bar.

Touching on another trend, van Herpen’s partnership with Magnum strategically places the ice cream brand in the discussion surrounding digital, with the dress part of the designer’s “Meta Morphism” collection, which explores society’s growing interest in the digital realm following the arrival of the metaverse and evokes the question of who we are beyond a perceived reality.

Magnum ice cream also entered the metaverse in June with a partnership with Deliveroo to launch the Magnum Pleasure Museum in Decentraland to attendees of the Met AMS festival in Amsterdam. The virtual exhibit featured original artwork from Magnum’s previous collaborations with painters and illustrators and allowed guests to order ice cream that would be delivered to them in real life, a concept other food brands have also started. to explore.