Magnum ice cream has partnered with luxury Dutch fashion designer Iris van Herpen to create a wearable, vegan cocoa bean dress. The partnership not only elevates Magnum’s premium status, but also represents the brand’s first steps toward its circular fashion ambitions and continued sustainability efforts.

Using Magnum’s ingredients, the foundation of the dress was created with 3D printing technology and cocoa bean husks that were processed to create a fully organic biopolymer material. The dress further emphasizes sustainability with details including upcycled organza and is also an ode to Magnum’s vegan offerings with intricate details including plantlike body embellishments.

Reaching into the fashion industry with a sustainable product could help Magnum attract new consumers from that audience.

The partnership strategically places the ice cream brand into the discussion surrounding digitalism with the dress being part of the designer’s “Meta Morphism” collection, which explores society’s growing interest in the digital realm following the arrival of the metaverse.

Magnum ice cream also stepped into the metaverse with a partnership with Deliveroo to launch the Magnum Pleasure Museum in Decentraland The virtual exhibit showcased original artwork from previous Magnum collaborations with painters and illustrators which allowed guests to order ice cream that would be delivered to them in real life.

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