Haute chocolate hit the runway at this year’s Paris Fashion Week as ice cream brand Magnum debuted the first couture gown to be made from sustainable cocoa bean husks with designer Iris Van Herpen.
Inspired by Magnum’s vegan ice cream bar, the cocoa bean husks were used to create an organic biopolymer material. The cocoa creation was then used in a 3D printing process to create geometric designs that paired with a flowing, vegan in a wearable homage to the consistency of a frozen then melting Magnum bar.
“The main challenge has been to create the intricacy of couture into the 3D printing,” says Van Herpen in a behind-the-scenes documentary on the dress’s creation, “to be very precise, crystalline work and to be as fine as traditional embroidery.”
Van Herpen later adds that the project “has really been about showing a future perspective on couture and how this can become more organic and sustainable.”
The Magnum Vegan Dress hit the runway in early July, modeled by Cindy Bruna at Paris’s Elysée Montmartre in Van Herpen’s 15th-anniversary fashion show. The campaign is a collaboration between Van Herpen’s in-house production team as well as agency Lola MullenLowe and encompasses photography, behind-the-scenes content and influencer partnerships.
“For Magnum this isn’t just about a one hit wonder PR stunt—the ambition is to develop a truly circular textile which uses the cocoa bean husks to create mass produced fabrics,” said Katie-Jo Flynn, executive director for the campaign’s PR partner Golin. “The Magnum x Iris vegan Dress is just the first step in that direction and our partnership with Leeds University will continue our commitment in this area.”
In an extension of the sustainability-focused campaign, Magnum will partner with the University of Leeds’ Institute of Textiles and Colour within its School of Design to fund research on the creation of more vegan and naturally sourced materials to be used for fashion design. Materials from the brand describe this campaign as an emblem of Magnum’s commitment to “partnering with and championing inspiring creative disruptors that break down barriers across fashion, art and culture in the pursuit of being true to themselves and encouraging others to do the same.”