The fashion industry gets a bad rap for, well, not eating enough (except for macarons), so Magnum ice cream’s love affair with fashion always seemed a bit peculiar to us. For their US launch last year, the ice cream brand nabbed the Kaiser himself, Karl Lagerfeld, to direct a series of commercials starring Rachel Bilson and Baptiste Giabiconi which debuted at the Tribeca Film Festival.
And Magnum’s love affair with fashion continues. To celebrate the launch of new Magnum Mini ice cream bars they’ve enlisted Alice + Olivia designer Stacey Bendet to design a mini skirt (mini ice cream bars, mini skirt, get it?) which she’ll show as part of her spring collection in September. Magnum and A+O announced the sweet collab at a lovely lunch yesterday at Loft and Garden in Rockefeller center where Bendet assured the group of journalists gathered for the announcement that she loved mini skirts just as much as she loves pants (the item that launched her business). She looked like she meant it in a red leather mini dress and some serious Mondrian-esque nail art (see below).
Another smart move? Magnum and A+O had the gif-geniuses over at From Me To You to create this awesome cinemagraph for the collaboration (above).
Does this mean ice cream bars are the new macarons?