Magnum, ‘the world’s authority on pleasure’, today announced its most playful collaboration yet with style icon, businesswoman and modern-day muse, Iris Apfel.

“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!” – Iris Apfel

To launch its #TrueToPleasure campaign and inspire people to be true to what brings them true pleasure, Iris stars in vivid, bold and colourful stills shot by Mert Alas & Marcus Piggott and two short films, directed by Martin Werner.

At the age of 97 and showing the full extent of her fearlessness, the campaign also sees Iris take her turn to star in two short films, which were captured as episodes. Directed by Martin Werner, the first episode is a window into Iris’ fascinating life and the many ways that she has proudly pursued her own true pleasures. The second episode defines Iris’ manifesto for a new generation of pleasure seekers to let go and indulge, taking inspiration from her own life, to be authentic to what personally brings them true pleasure. Episode 1 can be viewed here and Episode 2 can be viewed here.

To capture this year’s campaign stills, Magnum has collaborated once again with fashion icons, Mert Alas & Marcus Piggott – fearless in their own pursuit of pleasure. Posing for the artistic duo, Iris’ hallmark vibrant colour and playful, fearless spirit has been brought to life with their signature style. The bold images can be seen throughout the summer at Magnum Pleasure Stores around the world and on Magnum’s Instagram channel.

On 16th May, Magnum will be joined by Iris and other special guests at its home on La Croisette during the Cannes Film Festival. Dedicating this year’s presence at the festival to celebrate and inspire the pursuit of fearless pleasure, Iris will lead a panel discussion to talk about the campaign and what inspires her. Launched in 1989, Magnum was the first handheld ice cream targeted as a premium adult offering. Today, Magnum is one of the world’s leading ice cream brands, selling over 1 billion units annually worldwide.

“I really wanted this campaign to capture the true essence of Iris and what makes her such a captivating and inspiring icon. The films show how, even at 97, she pursues what brings her pleasure in life – her wicked sense of humor and her bright colorful outlook made it a joy to create.” – director Martin Werner

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