The launch took place at the Nelson Mandela Square and also saw the unveiling of the luxurious collection, a range of designer gowns and accessories, in a partnership between fashion designer, Gert-Johan Coetzee and Magnum.
The unveiled collection featured five unique designs by Coetzee, all inspired by five Magnum ice-creams including the Magnum classic, mint, almond, white almond and death by chocolate.
Pranya Naidoo, marketing executive for Magnum, explained the significance of bringing the collection to life. “The collection is all about sophistication and glamour, something associated with Magnum, and this is a truly exclusive collection,” she said.
“We are really excited about the unveiling and the partnership with Gert-Johan, especially with the way he brought the collection to life.”
Naidoo elaborated on the collaboration, explaining that Magnum decided to partner with him because he understood glamour and the brand itself.
Coetzee added to this, expressing joy at partnering with the brand and reflecting on his inspiration for the design. “I was inspired by the colours, textures and, of course, the decadent taste of Magnum’s classic flavours, and I think the dresses have truly brought them to life,” he said.
Other fashion items included in the M collection were handbags, sarongs, scarves, iPad covers, T-shirts, dress shirts, socks and wallets, all set to be available at the store.
Justine Liebenberg, brand manager for Ola, concluded by highlighting the link between Magnum and fashion, saying that the ‘ice-creams are an inspiration to seize pleasure when it comes your way, to take that moment to truly indulge. “Fashion has a similar appeal [because] it offers a chance to satisfy yourself with beautiful and luxurious things that make you feel glamorous,” she said.
The highly-anticipated launch was held in the Magnum Nelson Mandela Square store on 10 March 2016.
Details: www.pleasure.mymagnum.co.za
