Fancy wearing your ice cream? Magnum makes sure you can

Source: MAGNUM. 

MAGNUM Ice Cream, the only ice cream bar made with Belgian chocolate, has partnered with fashion brand BCBGMAXAZRIA to create what it calls "the world's most pleasurable fashion accessory". 

Through the use of oNotes scent technology from Vapor Communications, the BCBGMAXAZRIA for MAGNUM Belgian Chocolate Wrap offers women a new way to combine their love of chocolate and fashion.

The limited edition BCBGMAXAZRIA for MAGNUM Belgian Chocolate Wrap, only available in the US, uses a decadent aroma, rich colours and smooth textures inspired by Belgian chocolate to let women experience the 'MAGNUM Effect', the sense of pleasure experienced when indulging in a MAGNUM Ice Cream bar, Magnum said. 

"In fashion, we focus so much on sight and touch," said Lubov Azria, chief creative officer of BCBGMAXAZRIA. "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 BCBGMAXAZRIA 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."

Source: MAGNUM. The BCBGMAXAZRIA for MAGNUM Belgian Chocolate Wrap is infused with an aroma inspired by MAGNUM Belgian Chocolate. The wrap will be available as a limited edition 'gift with purchase' in select BCBGMAXAZRIA stores in the US this summer (editor's note: roughly June to August).

To bring the BCBGMAXAZRIA for MAGNUM Belgian Chocolate Wrap to life, the BCBGMAZAZRIA team partnered with two of the world's sensorial experts, Harvard scientist and scent inventor David Edwards and world-renowned master perfumer Christophe Laudamiel.

Through their expertise, the MAGNUM Effect aroma was incorporated into the The MAGNUM Effect aroma infused into the suede and viscose wrap using the oNotes scent messaging platform. Created by Edwards and his team, this is the first time oNotes have been integrated into a fashion accessory. 

"Scent is an incredibly powerful stimulus of emotion and memory. By infusing the aroma of MAGNUM Belgian Chocolate into fashion, the scent-based messages within the BCBGMAXAZRIA for MAGNUM Belgian Chocolate Wrap will have the power to alter and enhance every day experiences," said Edwards.