We’re always looking for the next big thing in fashion, and yesterday BCBGMAXARZIA gave us a taste (and a whiff) when they revealed an unexpected collaboration with Magnum. Over the years, the luxury ice cream brand has courted the fashion set by working with Zac Posen, Alice+Olivia, Christian Siriano, and even Karl Lagerfeld, and now they’ve taken things one step further by creating a wrap that’s infused with the aroma of Magnum Belgian chocolate. Yup, now you can experience the smell of chocolate wherever you go.
What did BCBGMAXARZIA chief creative officer Lubov Azria think when they first came to her with this proposal? “I thought it was incredible,” she told us at BCBG’s 40th Street digs in Manhattan. “It’s the future. Food and fashion? Why not? I love throwing things and seeing what sticks. It’s nice to be a part of future-thinking and innovation.” Dubbed The Magnum Effect, it’s the creation of Harvard scientist and scent inventor David Edwards with perfumer Christophe Laudamiel, and the innovative science is (remember these words) is Wearable oNotes. Other bonus features about this wrap: You won’t have to fret over calories or melting. How can you get your nose on one? They’re coming to BCBG stores and online nationwide this summer as a gift with purchase. Sweet.