Today, Magnum® made its landmark debut in the world of fashion. Hosting its first-ever fashion show in Cannes, during the most talked about cultural moment in film and fashion, to celebrate the launch of House of Magnum®. Curated by the world’s only Image Architect and Magnum®’s newly appointed Taste Architect, Law Roach, the fashion show brought together an international cast of designers to present couture looks with Heidi Klum closing the runway as Law’s Muse.
THE HOUSE OF MAGNUM® FASHION SHOW
Taking place on La Croisette, the House of Magnum® fashion show brought together global models and designers, cinematic glamour and the artistry of indulgence. The show opened with British designer Ethan Leyland, who took inspiration from Magnum® Classic and the brand’s defining Magnum® ‘Crack’, who set the tone for a collection rooted in the belief that true pleasure lies in the artistry of what is created and how it is experienced.
Heidi Klum closed the runway wearing a dress inspired by La Pistache from the new Signature range, created by Turkish designer Raissa Vanessa. Heidi’s son Henry Samuel Klum also walked in the show wearing a design inspired by the newly launched La Pêche, designed by Danny Reinke.
Based in St. Helens, Merseyside, Ethan is a London-based fashion designer who specialises in sculptural couture through a 1950s inspired lens. His work blends archival tailoring with dramatic reveal moments and social-first storytelling.
Sculptural. Classic. Dramatic. Ethan’s style is reflective of Magnum®’s strong visual identity, designed to celebrate indulgence, texture and luxury. The dress itself was a visual recreation of the experience of eating a Magnum®. The outer layer characterised the chocolate shell and the duchess satin corset gown beneath represented the ice cream, with the dramatic reveal directly referencing the emotive sensation of cracking into pleasure.
Across fifteen looks from eight countries, each piece in the collection was directly inspired by a Magnum® product, translating the brand’s iconic flavours, textures and design codes into wearable couture.
HOUSE OF MAGNUM: THE LOOKS
The House of Magnum collection, inspired by La Peche, La Pistache and Classic Magnum®’s brought together eight international designers, each reinterpreting the House of Magnum® through their own creative lens and cultural context.
Ethan Leyland (UK) 1 look, inspired by Magnum® Classic and the defining Magnum® Crack. Opened the show, walked by Viktoria.
Maciej Zień (Poland) 1 look, inspired by Magnum® Classic and La Pêche. Worn by Marina Łuczenko-Szczęsna.
Jesus de la Garsa (Mexico), 6 looks, inspired by a variety of Magnum flavours, walked by a cast of six models chosen to reflect the breadth of Mexico’s beauty.
Martan (Netherlands) 1 look, inspired by the Magnum® Classic including the brand’s iconic Golden Wrapper. Walked by Irina.
Alejandro Gómez Palomo (Spain) 1 look, inspired by the defining Crack of Magnum®. Walked by Martiño Rivas.
Victor Weinsanto (France) 2 looks, one inspired by the Magnum® Cone, one inspired by Magnum® Bonbons, including a bag in the shape of the unique Magnum stick as an accessory. Walked by Maelys.
Danny Reinke (Germany) 2 looks, a couture dress for Stefanie Giesinger inspired by La Pistache, and a couture top for Henry Samuel Klum inspired by La Pêche.
Raissa Vanessa (Turkey) 2 looks, one inspired by the Magnum Sandwich walked by Duygu Özaslan, and one look for Heidi Klum that brought the pistachio glamour of La Pistache to the House of Magnum® fashion show
Speaking post runway, Heidi said “It’s been an absolute pleasure to launch the inaugural House of Magnum® Collection here in Cannes – the energy on that runway was something truly special. And I got to do it wearing a stunning gown by Raissa Vanessa inspired by the Magnum® Signature La Pistachio, all those rich greens and golds. It feels luxurious, indulgent, and honestly a little bit delicious – which is exactly what Magnum® is about.”
Law commented on his muse saying “Being here with Heidi to launch the House of Magnum® Collection is a dream – Magnum® is everything I believe in: luxury, confidence, pleasure, self-expression. And obviously my look tonight is inspired by the Classic, because I’m the original, baby. Bold, timeless, unapologetic. You can’t beat the icon.”
Discussing his role at the inaugural launch of the House of Magnum® fashion show, Ethan commented: “I’m overwhelmed. Only a few months ago I organically created a dress inspired by a brand I love and now I’m on stage with Heidi Klum and Law Roach having just watched my design open the first ever House of Magnum ® fashion show. It’s a dream come true and a complete pleasure to work alongside a brand that shares my passion for craft and design”
