Law Roach curates Magnum's Cannes fashion show

Law Roach moved from celebrity styling into brand world-building at Cannes this week, curating Magnum’s first-ever fashion show as part of the ice cream company’s House of Magnum activation. A May 17 video posted to Roach’s YouTube channel described him as Magnum’s “Taste Architect” and said he served as the curator of the show in Cannes. Magnum’s event materials said the runway took place on May 14 during the 79th Cannes Film Festival and formed part of a broader campaign running on the Croisette. The Cannes project gave Magnum a fashion-led platform rather than a standard hospitality pop-up. Company materials said Roach was appointed in April as the brand’s first “Taste Architect” and would oversee the design and curation of its inaugural runway presentation in Cannes. The same materials said House of Magnum would run at Palais Stéphanie from May 13 through May 22. (youtube.com) ### What exactly did Law Roach do in Cannes? Law Roach was presented by Magnum as the creative lead for the activation, with responsibility for curating the runway and shaping the brand’s fashion presence at Cannes. Roach’s May 17 video said he was named Taste Architect for Magnum’s House of Magnum activation and was the “ultimate curator” for the company’s first fashion show in the French city. (london-tv.co.uk) April 24 marked the public rollout of that role. Coverage published that day said Roach would act as creative director of Magnum’s Cannes activation on the Croisette and curate the runway show tied to House of Magnum. ### What was on the runway? Magnum said the May 14 presentation included 15 couture looks created by designers from eight countries. (youtube.com) Event materials named Ethan Leyland of the United Kingdom, Maciej Zień of Poland, Jesus de la Garsa of Mexico, Martan of the Netherlands, Alejandro Gómez Palomo of Spain, Victor Weinsanto of France, Danny Reinke of Germany and Raissa Vanessa of Turkey. (hollywoodreporter.com) The brand said the collection was billed as “Designed for Pleasure” and drew on Magnum products, flavors, textures and visual codes. Magnum also used Cannes to unveil a new Signature range with pistachio and peach flavors, according to event materials distributed on May 14. (pressreleasehub.pa.media) ### Which celebrities were tied to the event? Heidi Klum had the most visible runway role. Magnum’s event materials said Klum closed the show, while Roach’s May 17 video said she served as a co-host. (pressreleasehub.pa.media) Halsey, Adriana Lima and Lucien Laviscount were among the attendees at the afterparty, according to the YouTube video description on Roach’s channel. Separate entertainment coverage also tied Roach and Klum to the House of Magnum afterparty in Cannes. ### Why is Magnum doing a fashion show at Cannes? Magnum’s own description framed the activation as an expansion of the brand into fashion, craftsmanship and what it called modern indulgence. (pressreleasehub.pa.media) The company said House of Magnum was built to connect its products with couture, design and culture during the festival. (youtube.com) Law Roach gave the campaign its central line. “For me, taste is about being deliberate,” he said in pre-event promotional material announcing the partnership in April. That language positioned Roach not only as a stylist attached to a sponsor event, but as the public face of how Magnum wanted the Cannes activation to be read. (pressreleasehub.pa.media) ### What happens next in Cannes? May 22 is the scheduled end date for Magnum’s Cannes 2026 presence, according to pre-event materials describing House of Magnum at Palais Stéphanie. The same materials said Magnum Beach would open daily during the run, extending the activation beyond the May 14 runway show and its afterparty. (london-tv.co.uk)