- Magnum hosted its inaugural House of Magnum fashion show and VIP afterparty in Cannes on May 19, 2026, unveiling 15 designs from eight international designers inspired by the brand's new Signature range.
- Law Roach was named Magnum's official 'Taste Architect' while Heidi Klum holds the role of House of Magnum 'Muse,' Magnum's first-ever appointment to that title.
- The VIP afterparty lineup included Adriana Lima, Halsey and fiancé Avan Jogia, Lucien Laviscount, Barbara Palvin and Dylan Sprouse, who revealed their pregnancy at the event.
- Magnum's new Signature flavors (La Pistache and La Pêche) made their public debut at the celebration.
Magnum turned Cannes into its runway on May 19, 2026, hosting the House of Magnum inaugural fashion show followed by one of the festival’s most talked-about VIP afterparties. At the center of it all were Heidi Klum, tapped as the brand’s first-ever ‘Magnum Muse,’ and celebrity stylist Law Roach, appointed ‘Taste Architect.’
Klum arrived wearing a custom chocolate-brown cracked-overlay gown by Sophie Couture, a deliberate nod to the signature crack of a Magnum bar. Her son Henry Samuel Klum, dressed in a brown suit by German designer Danny Reinke, walked in the fashion show earlier that day. Roach set the tone for the evening in a powdered pink suit from Ami Paris.
The night’s celebrity roster was stacked. Adriana Lima commanded the red carpet in deep cyan, while Lucien Laviscount arrived in cream with a rich brown tie. Barbara Palvin and Dylan Sprouse made headlines when they used the event to announce their pregnancy. Halsey attended alongside fiancé Avan Jogia.
Klum’s Cannes commitment follows a busy stretch of brand activity. She recently fronted a Grey Goose campaign inspired by The Devil Wears Prada, and serves as a global ambassador for SharkNinja and as face of Aigner’s Fall 2025 campaign.
For Magnum, this marks a new chapter in the brand’s long tradition of fashion-forward celebrity partnerships, previously working with Kendall Jenner, Miley Cyrus, and Karl Lagerfeld.
Much like Joey King’s partnership with Miu Miu for the New York Miu Miu Selects event, the House of Magnum activation positions a heritage consumer brand squarely inside luxury fashion culture.
Angèle and Andy 4K headlined the afterparty’s DJ lineup, with additional sets from The Blessed Madonna, Tatyana Jane, and Busy P x Carlita. Magnum’s new Signature range, La Pistache and La Pêche, debuted at the event, featuring couture-level packaging details alongside the brand’s iconic cracking chocolate.
Takeaways
This isn’t just an ice cream brand throwing a party in Cannes, it’s a full-scale positioning play. By launching a fashion collection, appointing a “Taste Architect” and a “Muse,” and staging an afterparty that out-starred most film festival events, Magnum is explicitly bidding to sit alongside luxury lifestyle brands rather than grocery aisle staples.
Law Roach, known for architecting some of the most iconic celebrity style moments of the last decade, brings genuine fashion credibility to that ambition. And Heidi Klum, a woman who has successfully straddled the worlds of supermodel, television host, and brand face for three decades, is the perfect anchor for a brand trying to stay aspirational while remaining approachable.
The Barbara Palvin-Dylan Sprouse pregnancy announcement at the event was a bonus that money genuinely cannot buy, instant organic virality attached to Magnum’s biggest brand moment to date.
Does appointing a “Taste Architect” rather than a traditional ambassador signal a new template for how consumer brands should structure celebrity partnerships going forward? With Kendall Jenner, Miley Cyrus, and now Heidi Klum in its celebrity history, is Magnum building the most consistently fashion-credible ambassador roster in the food and beverage category?
