American fashion icon Iris Apfel has been unveiled as the new face of Magnum.
Following in the footsteps of Kendall Jenner, Cara Delevingne and Bella Hadid, Apfel, a celebrated businesswoman and modern-day muse, will front the ice cream brands #TrueToPleasure campaign – a calling for all people to be true to their own idea of pleasure, whatever pleasure that may be.
Ahead of the campaign’s official launch at the 72nd Cannes Film Festival later this month, Magnum say: “When you feel liberated and fearless, you let go and indulge in the things you truly love, without worrying about who is judging you. No one embodies that spirit of playfulness better than our latest collaborator: Iris Apfel.”
A true trail blazer, Apfel has never been afraid to break the rules imposed on her by a once repressed society, and in a career that spans 6 decades, the reigning Queen of New York style has seen and done it all.
Affectionately dubbed the ‘rare bird’ of fashion, Iris Apfel started out on her path to success by co-founding the textiles company Old World Weavers along with her late husband Carl Apfel. Sourcing and replicating fabrics the couple discovered whilst on their travels around the world, the business would go on to become a monumental success, counting Greta Garbo and Estée Lauder among their clientele.
Not one to rest on her laurels or shy away from a challenge, Iris went on to launch several jewellery collections, art books and ready-to-wear lines as well as becoming a respected interior designer and fashion advisor.
Now in her 97th year, this one of a kind woman shows no signs of slowing down.
Shot for the #TrueToPleasure print ads by fashion photography duo Met Alas & Marcus Piggott, Apfel is captured looking joyful and radiant, posing in a number of different bold, vibrant, colourful ensembles whilst eating Magnum White Chocolate and Cookie ice creams.
Speaking of her involvement in Magnum’s latest campaign, Iris said: “I have done many things in my life and throughout, I have always tried to live without fear of judgment – otherwise, you miss out on all the fun!”
“I was thrilled to collaborate with Magnum to bring this attitude to life and I hope we inspire you to do the same. Feel empowered to be a little more lighthearted and playful… I know I will continue to do so!”
To celebrate the launch of the #TrueToPleasure campaign, Magnum will host an exclusive panel discussion, lead by Iris, on May 16th at its home on La Croisette during the Cannes Film Festival.