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MAGNUM x BCBG wearable chocolate

the ‘MAGNUM Effect’: A new day for chocolate lovers! MAGNUM® Ice Cream has just partnered with BCBG to bring us a pleasurable chocolate wearable treat.  Using an innovative scent technology, a Belgian Chocolate WRAP was created to not only accessorize, but to give us cocoa-loving ladies a new way to indulge and be happy.

The limited edition BCBGMAXAZRIA for MAGNUM oversized scarf has rich summer tan-friendly colors featuring a pattern swirl that resembles the rich tones of an actual MAGNUM ice cream bar.

The bonus is the scent technology adds a decadent aroma of chocolate… so now you can really wear your sweets around the neck! Dubbed the ‘MAGNUM Effect’ – the same sense of pleasure you experience when indulging in a MAGNUM Ice Cream bar with the amazing flavor Belgian chocolate.

bcbg max azria magnum

“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.”

To bring the BCBGMAXAZRIA for MAGNUM Belgian Chocolate Wrap to life, the team partnered with two of the world’s leading sensorial experts, including 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 wrap using oNotes – a revolutionary scent messaging platform that enriches and personalizes the experience of aroma. Created by David 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,”- David Edwards.

lubov azria MAGNUM X BCBG FashionDailyMag sel 6

We got to experience the MAGNUM x BCBG pleasurable fashion accessory as well as the yummy ice cream bar on April 28, 2015 at the BCBGMaxAzria Flagship store in New York City.   To indulge in your own scented scarf, the Belgian Chocolate Wrap will be available as a limited edition ‘gift with purchase’ in select BCBGMAXAZRIA stores nationwide this summer.  Yay!

MAGNUM x BCBG wearable chocolate commentary Brigitte Segura.

#MAGNUMeffect | more info: magnumicecreamus

(ph by courtesy)

+ Brigitte + Lubov selfie

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