Ice-cream brand and fashion designer combine chocolate with art on runway


Glittery and chocolatey: Budiazhari (third from left) and Farah Khan (fifth from left )with the models dressed in the five exclusive Magnum ice cream-inspired dresses (from left) the Precious Gold, the Irresistibly Classic, the Luscious Chocolate & Strawberry, the Luxurious Chocolate Brownie and the Heavenly Almond.

MAGNUM’s love affair with everything luxurious and indulgent was once again revealed for the world to see.

Well-known for its premium chocolate ice-cream that’s associated with luxurious lifestyle, Magnum has launched its “Celebrates Chocolate Pleasure” campaign with the aim of strengthening its position as a chocolate expert that uses the finest quality Belgian chocolate in its ice-cream.

In conjunction with the launch of the campaign, Magnum collaborated with one of Malaysia’s top fashion icon and designer Datuk Farah Khan, and came up with a delicious and irresistible ice-cream-themed fashion show.

The event took place at Marble 8 by Marini’s, where the creme de la creme of Kuala Lumpur’s high society, fashionistas and celebrities accented the evening all dressed to the nines.

Among those present were Marble 8 owner Elizabeth Marini, Miss Universe Malaysia 2013 Carey Ng, Miss Universe China 2015 Karen Hu, Mister International Malaysia 2013 James Ng Yin Teng, Malaysian celebrity chef Datuk Redzuawan Ismail (Chef Wan) and numerous celebrity models and elite socialites.

Stylish and glamorous: Models in the limited-edition Magnum-inspired Farah Khan sweatshirts, each holding a Magnum Precious Model created by Farah Khan exclusively for Magnum KL.
Stylish and glamorous: Models in the limited-edition Magnum-inspired Farah Khan sweatshirts, each holding a Magnum Precious Model created by Farah Khan exclusively for Magnum KL.

Guests that evening were treated to delicious finger food by Marble 8, as well as a manicure station and an ice-cream bar that allows each guest to customise their very own Magnum ice-cream.

The event kicked off with a dance performance, Strike A Pose, that left the men entertained with the dancers’ sexy moves and the women envious of the sleek choreography.

The evening then proceeded to reveal “The Pleasure Seeker Collection” by Farah Khan, starting with the Magnum-inspired Farah Khan sweatshirts with the words “Pleasure Seekers” embellished on the front to give the brand’s classic sweater a quirky edge.

Together with the sweatshirts, the models paraded the Magnum Precious Models — replicas of Magnum’s ice-cream that were beaded, embroidered and sequinned by Farah to match the style and glamour of both brands.

Magnum Precious Models were also created exclusively by Farah Khan for Magnum Kuala Lumpur, the first pleasure store in the world with two infinity bars.

The highlight of the event was the finale of the fashion show, where models dressed in the five signature creations each made their appearance with the Magnum ice-cream that inspired their look.

Inspired by Magnum’s five iconic ice-cream flavours — Gold, Classic, Almond, Chocolate Brownie, and Chocolate & Strawberry — “The Pleasure Seekers” collection created by the fashion queen reflects the result of when Magnum ice-cream’s decadent richness meets the Farah Khan’s signature of glamorous hand-sewn beads and embellishments.

A treat inside: The new design of the Magnum Classic packaging.
A treat inside: The new design of the Magnum Classic packaging.

The evening also marked the unveiling of Magnum’s new ice-cream packaging, with the contemporary design featuring a bold and distinctive “M” logo and the famous Belgian chocolate crack.

“Tonight marks a new milestone for Magnum as we celebrate chocolate pleasure with the unveiling of the all-new packaging design for Magnum’s signature flavours — the Classic, Almond, Chocolate Brownie and Gold,” said Unilever (M) Holdings Sdn Bhd marketing director Herry Budiazhari. Unilever is the company behind the Magnum brand.

The “Celebrates Chocolate Pleasure” campaign will continue with the Malaysian edition of the Magnum Pleasure Hunt taking place from now until June 24.

Over the course of 10 weeks, weekly grand prizes will be given away, comprising five exclusively tailored Magnum dresses and five limited-edition Magnum sweatshirts.

There will also be weekly consolation prizes that include 50 premium Magnum sweatshirts.

To find out how you can get your hands on these exclusive ready-to-wear fashion pieces, log on to www.magnumpleasurehunt.com.my


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