Ice cream (or, you know, eating in general) is not something that's typically associated with image-obsessed, carbohydrate-shunning fashion people. That's why it's particularly interesting that Magnum — the Unilever-owned ice cream company that's known for its decadent treats dipped in Belgian chocolate — has turned to industry figures a number of times over the years to promote its brand and help to project an ultra-luxurious image.
For instance, back in 2011, Karl Lagerfeld directed a short film for Magnum, starring Rachel Bilson and the designer's perennial muse Baptiste Giabiconi. It's campy as hell and doesn't make a whole lot of sense, but the cast (and the featured chocolate bar) looks fantastic, and it definitely leaves you asking yourself where the nearest bodega equipped with an ice cream fridge is located. But it didn't end there: Lagerfeld took his Magnum promotions to the extreme by creating a statue in Giabiconi's likeness made completely out of chocolate. Apparently someone has a sweet tooth.
Fast forward to today, and the ice cream brand has tapped three of the modeling world's most popular faces — Kendall Jenner, Hailey Baldwin and Suki Waterhouse — as ambassadors. Jenner is the star of a Mert and Marcus-shot campaign for the Magnum Double bar, and to celebrate the partnership, she held court at a swanky party the company hosted in Cannes on Thursday night. Next Wednesday in New York, Baldwin will be the guest of honor at the opening of a new Magnum store in Soho, where she will create a customized bar from a list of ingredients that includes rose petals and gold flakes. Back in April, Waterhouse did her double-dipping duty as well, hosting an event for the brand in her native London, and appearing in some high-gloss campaign images, inspired by the slogan "release the beast."
It's not surprising that Magnum called upon a trio of social media stars to promote its product, but as far as "influencer" marketing pairings go, it's a bit confusing to see ice cream promoted in the same way as, say, a luxury handbag. But it is fairly obvious that the company's playing for the style set: Magnum's highly curated Instagram feed also recalls that of a fashion blogger, with well-dressed folks posing nonchalantly with their treats — although, not actually eating them. We're curious to see if the recruitment of the industry's favorite Instagirls will successfully help to increase Magnum's visibility in the U.S., but we certainly can't complain that the season's "It" item is not only affordable, it's delicious.