The Vegan Dress
Have you ever imagined an ice cream brand stepping on the world’s most exclusive fashion runways to champion sustainability? Because that’s exactly what Magnum did.
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Pleasure is in our nature.
For the launch of Magnum Vegan, the brand aimed to reinforce its commitment to a more sustainable pleasure. We partnered with avant-garde designer Iris van Herpen, renowned for the creation of biodegradable materials, to create an haute couture dress from the raw materials of Magum’s dairy free line.
The result is a stunning piece made of the major waste in the chocolate industry: cocoa bean husks. The Vegan Dress was launched in Paris Fashion Week, and was later “reused” by the iconic influencer Winnie Harlow at the British Fashion Awards. This campaign inspired the world to seek for a more sustainable pleasure, impacting on a +12% in sales.
CASE
ECD: Tomás Ostiglia | CD: Kevin Cabuli & Jorge Zacher | Creative team: Josefina Mateo & Ezequiel Scarpini | Art Direction: Yan Graller & Alan Chung |
ECD: Tomás Ostiglia | CD: Kevin Cabuli & Jorge Zacher | Creative team: Josefina Mateo & Ezequiel Scarpini | Art Direction: Yan Graller & Alan Chung |
Head of Production: Felipe Calviño | Fashion Designer: Iris van Herpen | Studio: Klarenbeek & Dros | PR Agency: Golin
Head of Production: Felipe Calviño | Fashion Designer: Iris van Herpen | Studio: Klarenbeek & Dros | PR Agency: Golin
awards
El Ojo 2022: 1x Silver in Media, 1x Shortlist in Innovation.
The One Show 2023: 1x Shortlist in Innovation.
PRESS
Vogue, Elle, Marie Claire, Harper’s Bazaar, Glamour, Fox, Mashed, Paper, DesignBoom, Trend Hunter, Yanko Design, and more.
