Luxury ice cream brand Magnum is stepping further into the world of fashion and culture by appointing celebrity stylist and image architect Law Roach as its first-ever “Taste Architect.” The move signals a bold evolution for the brand as it prepares to return to Cannes Film Festival this May with an immersive fashion-led experience.
The appointment marks a new era for Magnum’s “House of Magnum” campaign—one that places creativity, craftsmanship and cultural storytelling at the heart of indulgence.
A Fashion-Driven Take on ‘Pleasure’ at Cannes
Taking over the iconic Palais Stéphanie, Magnum will host a multi-day activation from 13–22 May 2026, transforming the French Riviera hotspot into a hub of fashion, design and sensory experiences.
At the centre of this is Roach’s creative direction. Known for styling global icons and shaping contemporary fashion narratives, he will curate Magnum’s first-ever runway presentation—blending high fashion with the brand’s signature take on indulgence.
The activation will also include the return of the Magnum Beach on La Croisette, where guests can expect curated experiences, design-led installations and a high-profile VIP party featuring international talent.
Law Roach Brings His Vision to Magnum
Globally recognised for his work with A-list talent, Law Roach’s new role extends beyond styling—he will influence how Magnum expresses itself across fashion, culture and storytelling.
Speaking on the collaboration, Roach said:
“Magnum is a brand that understands intention. For me, taste is about being deliberate—knowing who you are and expressing that without compromise. Cannes is the perfect place to bring that vision to life.”
Magnum executives echoed the sentiment, positioning Roach as a cultural force capable of translating the brand’s ethos into a global creative moment.
TikTok Competition Invites Emerging Creatives
To widen participation, Magnum is launching a global competition on TikTok, encouraging users to showcase their styling skills through the theme “What I’d Wear in Cannes.”
Participants are invited to create looks inspired by their favourite Magnum flavour and share them using #MagnumCannes, tagging the brand. The winner will receive an all-expenses-paid trip to Cannes, including front-row access to the fashion showcase and entry to the exclusive afterparty.
This initiative taps into the growing intersection of social media, fashion and brand storytelling—giving emerging creatives a platform on an international stage.
Magnum Unveils New Signature Ice Cream Range
Alongside its Cannes activation, Magnum is also introducing a new premium “Signature” range, inspired by modern patisserie trends.
Highlights include:
- Magnum La Pistache – rich, layered pistachio flavour
- Magnum La Pêche – a vibrant, peach-inspired creation
Each product is crafted with a focus on texture and flavour design, combining ingredient-led shells with gelato cores and Magnum’s signature cracking chocolate. The range reinforces the brand’s positioning of ice cream as a form of artistry.
The Bigger Picture: Fashion Meets Food Culture
Magnum’s move reflects a broader shift in how lifestyle brands engage with audiences—blurring the lines between food, fashion and experiential marketing. By aligning with a figure like Law Roach and embedding itself within Cannes’ cultural calendar, the brand is elevating its identity beyond traditional FMCG territory.
To keep up with Magnum’s Cannes updates, follow the brand on Instagram for behind-the-scenes content, talent announcements and runway reveals.
