Great news for all lovers of both creamy Belgium chocolate and fashion couture: MAGNUM Ice Cream has partnered with top name fashion brand BCBGMAXAZRIA to design the first chocolate scented one-of-a-kind wrap scarf. This could just revolutionize the way you wrap yourself around your guilty pleasure. Through the use of Vapor Communications’ innovative scent technology called oNotes, cartridges that produce scent, the wrap is infused with the aromatic scent of MAGNUM Belgium chocolate ice cream using grommets to house the scented cartridges. The chocolate, which comes in a variety of choices including vanilla, sandalwood, Orris butter and resinoid, can be easily removed if desired.
“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 David Edwards.
The print of the chocolate wrap by BCBGMAXAZRIA was inspired by a melting caramel ice cream bar and is made of suede and silky viscose. Woman will be able to shortly experience what is being coined “THE MAGNUM EFFECT”, feeling as if they are eating a decadent and delicious Belgium ice cream bar without any of the calories that go with it.
“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.”
The chocolate wrap was unveiled in NYC at the BCBGMAXAZRIA store on Fifth Avenue in NYC on April 28 to the delight of a room full of media. Four models each wore the scarf with a look for different occasions from the office to a cocktail party. Starting this summer women across the US can enjoy the one-of-a-kind Belgian Chocolate Wrap available as a limited edition ‘gift with purchase‘ in select BCBGMAXAZRIA stores nationwide.
Go ahead and wrap yourself in the scent of aromatic chocolate all day long in the world’s most pleasurable fashion accessory.
Photos courtesy of MAGNUM Ice Cream