Did you know July is National Ice Cream Month? This week only (July 23-26 to be specific) the BCBGMAXAZRIA for MAGNUM Belgian Chocolate Wrap, which is infused with the irresistible aroma of Belgian Chocolate, will be available as a gift with purchase of $300+ of full price items in select BCBGMAXAZRIA stores and online at bcbg.com (while supplies last).
MAGNUM bars are my guilty pleasure (have you tried the peanut butter one yet? It’s BEYOND), so I was excited to learn MAGNUM Ice Cream and BCBGMAXAZRIA collaborated on a one-of-a-kind fashion wrap infused with an irresistible aroma inspired by MAGNUM Belgian Chocolate! Seriously. It smells of Belgian chocolate. Through the use of innovative scent technology, the BCBGMAXAZRIA for MAGNUM Belgian Chocolate Wrap offers women a calorie-free way to indulge in their love of chocolate and fashion.
“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, giving everyone a new and innovative way to experience fashion as a true feast of the senses.”
BCBGMAXAZRIA and MAGNUM partnered with two of the world’s leading sensorial experts, including Harvard scientist and scent inventor David Edwards an world-renowned master perfumer Christophe Laudamiel. The “MAGNUM Effect” aroma was incorporated into the wrap using oNotes – a revolutionary scent messaging platform that enriches and personalizes the experience of aroma which are sewn into the scarf.
The wrap was unveiled by BCBGMAXAZRIA and MAGNUM Ice Cream at an exclusive presentation this past April 28, 2015 at the BCBGMAXAZRIA Flagship store in New York City. Model Camila Alves wore it while she was in Cannes for the film festival.
Be sure to shop bcbg.com July 23-26. Supplies are limited.
– Lauren Dimet Waters
BCBGMAXAZRIA for MAGNUM Belgian Chocolate Wrap
July 21, 2015