TODAY, Magnum® ice cream announces stylist to the stars and cultural visionary icon Law Roach as its first ever ‘Taste Architect’, marking a defining new chapter for the world’s authority on pleasure as it returns to Cannes this May, unveiling a fashion showcase.
The appointment marks a landmark moment for the House of Magnum® campaign, honouring the craft behind the brand and the understanding that true indulgence lives in the artistry of what is created and how it is experienced.
Globally revered as the world’s only image architect, Law Roach brings his unmistakable eye for style and storytelling to Magnum®, shaping how the brand is expressed across fashion, creativity and contemporary culture. In his role as Taste Architect, Roach will act as creative director of the brand’s Cannes 2026 presence, overseeing the design and curation of an inaugural runway presentation in celebration of House of Magnum®.
With its return to Palais Stéphanie, the ice cream company will welcome pleasure seekers from around the world into its elevated universe from Wednesday 13th May to Friday 22nd May 2026. To bring the House of Magnum® vision to life on La Croisette, the event that will showcase craftsmanship, individuality and modern indulgence through a design led lens. The Magnum® Beach will open daily, with Roach’s influence felt across every touchpoint, and will culminate in an unforgettable VIP party with a line-up of global talent.
In addition, Magnum® also launches a global TikTok competition, inviting emerging stylists and pleasure seekers to show ‘What I’d Wear in Cannes’. Inspired by TikTok’s much-loved styling format, participants are invited to style themselves through the lens of their favourite Magnum® flavour and share their look on the social media platform, tagging @Magnum and using #MagnumCannes. The winning standout creative and their plus one will be selected to join Magnum® and Law in Cannes, with the opportunity to sit front row at the brand’s unmissable fashion experience and attend the VIP afterparty.
Magnum® will also debut its new Signature range, featuring bold pistachio and peach flavour profiles inspired by contemporary patisseries. Designed with couture-level attention to detail, the range pairs ingredient-led shells with indulgent gelato cores and the iconic Magnum cracking chocolate -celebrating flavour as a form of craftsmanship. From the richly layered Magnum La Pistache to the vibrant and refreshing Magnum La Pêche, the Signature range translates trending flavours into a premium ice cream experience, reinforcing the House of Magnum belief that true pleasure lies in artistry, innovation and thoughtful design.
“Magnum® is a brand that understands intention,” says Law Roach, Global Taste Architect for Magnum®. “For me, taste is about being deliberate. It is about knowing who you are, what you stand for and expressing that without compromise. Magnum embodies those values and Cannes is the perfect venue to show that off.”
“Law Roach is one of the most influential creative voices in fashion today,” says Göze Iscan, Global Vice President at The Magnum Ice Cream Company. “His ability to shape culture through design and storytelling makes him the perfect partner to help bring the House of Magnum® vision to life on a global stage like Cannes.”
Follow Magnum® on Instagram for further details, including fashion showcase reveals, talent announcements and exclusive Cannes moments.