Law Roach is heading to the Cannes Film Festival.

The “image architect” is lending his talents to ice cream brand Magnum, which has appointed him the first ever “Taste Architect.” In the role, Roach will act as creative director of the brand’s Cannes activation — always a high-profile stop on the Croisette with a custom beachfront club where Magnum hosts events and parties — in addition to overseeing the design and curation of an inaugural runway presentation “in celebration of the House of Magnum.”

It will all take place at Palais Stéphanie on the Croisette from May 13-22, during which House of Magnum will be open daily culminating in an annual VIP party with a roster of talent. As part of the Magnum moment amid the festival, the brand is launching a global competition in collaboration with TikTok that invites emerging stylists and “pleasure seekers” to show “What I’d Wear in Cannes.”

Per Magnum, participants will be tasked with styling themselves “through the lens of their favorite Magnum flavor” and share their look on TikTok by tagging @Magnum and using #MagnumCannes. A winner will be selected and invited (with a plus-one) to join Magnum and Law in Cannes by sitting in the front row at the fashion event and dancing their way into a VIP afterparty.

“Magnum is a brand that understands intention,” said Roach, best known for styling Zendaya among other A-listers, such as Ariana Grande and Celine Dion. “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.”

Added Göze Iscan, global vp at Magnum: “Law Roach is one of the most influential creative voices in fashion today. 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.”

During the festival, Magnum will debut a new signature range featuring pistachio and peach flavor profiles inspired by contemporary patisseries. Per Magnum, the offerings were “designed with couture-level attention to detail,” producing Magnum La Pistache and Magnum La Pêche.

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