Top The BCBG Max Azria for Magnum Belgian Chocolate Wrap. Above BCBG Max Azria chief creative officer Lubov Azria modelling the wrap.
Unilever’s Magnum already established itself as a fashionable brand, teaming up years ago with Karl Lagerfeld and Rachel Bilson. This time, Magnum has teamed up with BCBG Max Azria with their BCBG Max Azria for Magnum Belgian Chocolate Wrap, a wrap that gives off a scent that is reminiscent of the experience of enjoying a Magnum ice-cream bar.
Harvard scientist and scent inventor David Edwards and master perfumer Christope Laudamiel worked on the scent with Unilever.
Using Onotes (styled oNotes by its makers), a scent platform created by Edwards and his team, the wrap’s scent has been called ‘decadent’ by Unilever, and marks the first time Onotes has been used in a fashion accessory.
Unveiled Wednesday at the BCBG flagship store in New York, the wrap features a swirling brown and caramel pattern—which itself already conveys the Magnum ice-cream—and is made of suede and viscose.
‘In fashion, we focus so much on sight and touch,’ said Lubov Azria, chief creative officer of BCBG Max Azria, in the release. ‘The design of the wrap was inspired by the smooth feel of chocolate and the visual of a melting Magnum Double Caramel ice-cream bar. But to find a way to incorporate the aroma as well means the BCBG Max Azria for Magnum Belgian Chocolate Wrap has taken fashion beyond the realm of the visual and tactile, giving everyone a new and innovative way to experience fashion as a true feast of the senses.’
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