Magnum, the world’s authority on pleasure, broke away from the expected and brought real pleasure back to Cannes. In partnership with Grammy award-winning artist Charli xcx, Magnum hosted an electrifying beach party on La Croisette to launch its 2025 global campaign Crack Into Pleasure.
At a festival known for polished glamour and protocol, Magnum delivered a bold counterpoint: a celebration of unfiltered self-expression and authentic indulgence. This year’s appearance for the OG adult ice cream brand in the South of France wasn’t about showing up and walking a red carpet—it was about owning the moment and cracking the conventions of pleasure.
Charli xcx, known for her boundary-pushing style, curated the night’s soundtrack with explosive DJ sets from genre-defying producer Jamie xx, DJ and producer George Daniel, and a performance by breakthrough Swedish rapper Yung Lean, igniting a high-energy atmosphere that reflected the campaign’s disruptive spirit.
Guests abandoned restraint and embraced freedom in style. Charli xcx led the way in a Vivienne Westwood Cafe Society ensemble. The stunt pays homage to the iconic 1994 convention-defying runway moment which featured models cracking into Magnum Classic sticks on the catwalk.
Gabbriette, making a dramatic entrance alongside Charli, broke away from the expected conservative dress code in a baby pink Y2K inspired two piece, embodying the campaign’s fearless edge. Supermodel and creative Georgia May Jagger also made a statement in an ivory gown, while her iconic mother Jerry Hall commanded attention in a glittering black suit and satin red shirt.
The party was anchored by the return of the Magnum Dipping and Spray Bar experience, where Charli xcx set the tone, creating her signature Magnum® recipe to demonstrate how true pleasure comes from rejecting the expected and defining indulgence on your own terms.
#CrackIntoPleasure marks a bold new chapter for Magnum, inviting Pleasure Seekers around the globe to embark on an indulgent journey that pays homage to Magnum’s original three ice cream flavour innovations: Magnum Classic, Magnum Almond, and Magnum White.
#CrackIntoPleasure
#MagnumCannes
