Law Roach has long identified as an “image architect,” but Magnum amended that title for Cannes by appointing the veteran power stylist as the ice cream brand’s “taste architect” for its annual festival activation.

As part of his duties, Roach touched down on the French Riviera on Thursday to curate Magnum’s first-ever fashion show as creative director by overseeing the design and curation of the presentation “in celebration of the House of Magnum.” The show took place on a particularly windy day at Magnum Beach (Palais Stéphanie on the Croisette), where the runway was filled with models decked out in designs inspired by Magnum flavors and created by eight designers hand-picked by Roach.

The trend setter even closed the show in a lively moment by walking hand in hand with his Project Runway pal Heidi Klum, who made a surprise showing. Aside from Magnum ice cream bars that were handed out all afternoon, there was another sweet moment: Klum’s son, Henry Samuel, even strutted down the runway with his proud mom giving him a shout-out during post-show comments. As for Klum, she walked the show wearing a glittery green gown that was inspired by Magnum La Pistache, one of two new signature flavors debuted here, along with Magnum La Pêche, Roach’s personal favorite.

Following the runway presentation, The Hollywood Reporter caught up with Roach to talk about that new “taste architect” title, his history styling Bella Hadid and Naomi Campbell for Cannes outings and the high-profile work obligation that will put him on a plane first thing Friday back to the states: styling Ariana Grande’s anticipated Eternal Sunshine Tour.

You’re the first “taste architect” for Magnum. Why did you say yes?

The reason I said yes, one, is because they came up with that really beautiful title that kind of mimics image architect, which I thought was so interesting. Also, when I got to dig into the history of Magnum, although this might feel like their first dabble into fashion, it’s not. In 1994, Kate Moss did the Vivienne Westwood show holding a Magnum ice cream bar. And their commitment to quality and craftsmanship kind of mimics and echoes what I do as a stylist. I always like to say in this part of my career, I want to do things that feel authentic and feel true to what I believe in. And the fact that quality and craftsmanship is so unwavering to them really resonates with me because that’s the same way I feel about my craft.

When I first heard that you were taking on this opportunity, I wondered if Law Roach eats ice cream.

Law Roach does eat ice cream. Law Roach also eats adult ice cream because Magnum is a leader in this field, crafting ice cream that really is for adults because it’s all about pleasure and sensuality. The through line between what they do and what we do is so apparent, that’s what is really exciting about this partnership.

You didn’t just add your name here, you really did curate the runway presentation?

I created the looks, the lighting, the music. It was a chance for me to step outside the box and allow someone to lean on my expertise, not just with fashion but everything. It was all done by myself and my team.

You’re no stranger to Cannes. I loved the moment in 2024 when you stepped out on the Palais red carpet with Naomi, your good friend. She wore an archival Chanel look, and you’re the king of archival. What do you remember about that night?

Being really shocked because when you hire me as a stylist, that’s what I come prepared to do, right? When I’m with a client, it’s not about me. I’m not trying to be in the limelight unless I’m invited to. And Naomi and Chanel invited me to. They asked me to walk a lot alongside her on that carpet also with Chanel and I thought it was incredible. Naomi’s fans really enjoyed that moment. My fans really enjoyed that moment. It was like the battle of the hair. She’s the queen. She’s the queen.

You were also wearing Chanel. When you’re styling yourself for such a moment, what’s the mission?

You know what? I still have this thing that if I’m not completely alone, it’s not about me. I am in the service industry. My job is to make my clients feel as confident [and] as beautiful as possible. So that’s what’s on my mind. I have no problem being four steps behind my talent. But I thought it became this really iconic cultural moment for us to be there together and I was just grateful that that happened.

Speaking of archival king, you also styled Bella Hadid in some archival looks in Cannes. Tell me about those moments.

One was Versace because Donatella allowed me to go into the archives, and another was Tom Ford for Gucci. Then she closed out at Chopard as a Chopard ambassador, and that was Karl Lagerfeld for Chanel. That’s an era I think people seem to miss a lot, which I think was really one of the most amazing. She wore that dress from Gianni Versace that I think was 1987, which was really striking and beautiful. I was really proud of that look. My first Cannes was with Bella. My second was with Naomi and my third is here with Magnum.

What’s the strategy for styling for such a grand occasion like Cannes?

No, every occasion is a grand occasion for me. I live in a world in dreams of grandeur. You know what I mean? I live in a fantasy that sometimes my clients have to pull me back from. The red carpet for Cannes has been iconic for so many years. As a stylist, that’s what you dream to do. You dream to have a look on that carpet. It’s Cannes, Venice, the Oscars, the Met Gala. I’ve been so grateful to be able to live out those dreams and for Magnum to let me come and to be their inaugural taste architect. Even the way that Magnum produces ice cream is about craftsmanship. It’s about self-pleasure. It’s about quality and they’re so unwavering in the things they do. Even the stick that the ice cream is on is well-made. That’s so familiar to what I do as a stylist because I want every single part of the look to be perfect.

Back to self-pleasure. When you need some and need to unplug and recharge, what do you do?

Honey, I am so simple. It is a hot 20 or 30-minute bath and a massage when I can. I am the most simple person.

You need some of that this year. You’ve had a big first half of the year and a big one upcoming with Zendaya’s upcoming press tours for Dune: Part Three and The Odyssey. As king of archival and method dressing, what can people expect?

Well, you can expect both of those things, but you can also expect me. I am the costume designer for Ariana Grande’s tour. The new tour. I actually leave here very early in the morning to go back to L.A. to start fittings for that. I’m so excited because Ari hasn’t toured in seven years and the last tour she did, I was the costume designer on that as well. It’s a reunion for us, our creativity and our love for each other. And this new album is so good. It is quintessential Ariana, and I think her fans are going to be really excited to hear the music and to see the show.

She has evolved as an artist since the last tour so I’m really curious how it’s going to look?

We’re grown now. Seven years is a long time to not have a tour or not to perform for huge audiences. And I just think that her maturation as an artist and as a woman is so incredible. I’m just so grateful that she chose me to come back and to collaborate with her for it.

As “taste architect,” what’s the most delicious experience for you so far in Cannes?

The crack of the chocolate with a Magnum, which is so important to them and you get it every single time. The flavor I’m focused on is Magnum La Pêche. It feels so sexy and like a little bit of indulgence, which I love.