Magnum
The Vegan Dress
Campaign
LOLA MullenLowe
︎Art Direction, Design
For the Magnum’s Vegan Global Launch, we collaborated with Iris van Herpen, the most innovative haute couture designer on the sustainable scene. After a challenging process, we managed to convert the largest residue of chocolate production, cocoa shells, into a new 100% biodegradable material. With this material, "The Vegan Dress" was created, the first haute couture dress made from the natural ingredients of an ice cream and presented at Paris Fashion Week.








