In pictures: Magnum hosts Regent Street fashion festival

Ice cream brand Magnum transformed Regent Street into a fashion playground this weekend, for the last traffic-free Summer Streets event.


The festival, which took place yesterday (24 July), and was created together with agency Hot Pickle, saw Regent Street and Unilever-owned brand Magnum showcasing the ultimate outdoor fashion moment, transforming into a live catwalk.

A fashion show hosted by Magnum highlighted a selection of looks from Regent Street designer brands including Oliver Sweeney, Karl Lagerfeld, Reiss and Goat to name a few. Inspired by the new ‘Dare’ ice cream range, shoppers were also encouraged to strut down the Regent Street runway, appearing on the big screen in their own ‘daring’ fashion moment.

Visitors could snap their favourite catwalk look and tweet it using the hashtag #MagnumCatwalk for their chance to win a £200 gift card to spend on Regent Street.

Magnum gave away 45,000 ice creams, with guests able to opt for an extra dose of indulgence by visiting a 16-station ice cream dipping bar where they could create a bespoke Magnum for free, dipped in either white or dark chocolate or they could choose one of Magnum’s new flavours from the Magnum Doubles range. Visitors could also create a video and snapshot in a Magnum 'studio' hosted in an airstream and share these across social media. 

Throughout the day a live DJ provided a soundtrack and dance workshops were held inside a ‘Big Dance Double Decker’ bus, with music and fashion from across the decades. Hot Pickle said that footfall exceeded expectations with the event trending organically on Twitter.

Patrick Hammond, director at Hot Pickle said: "The pleasure seekers of London were out in force and treated to a glorious Magnum extravaganza. This event goes from strength to strength and is a real joy to run."

Summer Streets is an annual month-long festival where Regent Street is transformed into a themed, traffic-free zone every Sunday in July. This is the third year in a row that Magnum has had a presence - last year it hosted a shopping day to celebrate the launch of two new ice creams.

Earlier this month, the Summer Streets themes included health & leisure with activations from retailer H&M and fitness brand Fitbit and the past, present and future of trasnsport, backed by Transport for London. 

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