You probably saw that legendary image architect Law Roach, who’s been behind looks for Zendaya, Celine Dion, Ariana Grande, and more, hit up Cannes last week for a seemingly random collab with ice cream brand Magnum… but trust me, it does make sense.
Following a fashion show in Cannes where designers from around the world demonstrated what true craftsmanship means by designing looks inspired by Magnum’s ice creams, we sat down with Law to find out why Magnum’s stepping into the world of fashion.
What does it mean to be Magnum’s first ever Taste Architect?
“I am so proud to be Magnum’s very first Taste Architect, because I am also the only Image Architect in the world, and so when I heard they were using that word to describe what my job would be for them, I was absolutely excited. I was tasked to scour the world and find young, independent designers that could take Magnum’s passion for craft and quality, and translate that into their interpretation of the ice cream and the flavours. I think all the designers did an incredible job, and I’m very very very proud.”
Why is Magnum’s commitment to craft important?
“To have an ice cream brand [like Magnum], that had this idea to make this product for adults, for pleasure, and to start this almost 40 years ago – 1989 was when it started – and for this brand to say “no, we won’t waiver on craftsmanship, we won’t waiver on quality.” It’s the exact thing that we see when we go to a Couture show, you know, whether that’s Daniel Roseberry at Schiaparelli or Pier Paolo at Balenciaga, it’s the same thing. It’s the same wording, the same messaging. To have that cross over into something [like ice cream] that we all can go and enjoy, and we can all indulge in, is absolutely incredible.”
What’s the difference between an image architect and a stylist?
“An Image Architect and a stylist are very different. When I was self-reflecting on the value that I brought to the industry, I felt that I did way more than what a stylist does. I think a stylist’s job is just to bring beautiful clothes to a beautiful person. For me, I wanted to dig a little bit deeper to find out who my clients were as people and where they wanted to take their style. When I saw that, it [felt] very similar to what an architect does to a building, bringing all these independent contractors and all these things, that [for me] were hair and makeup and just to really build out a blueprint of what they want it to be with regards to fashion.”
What’s inspiring about the designers behind Magnum’s collection?
“You’re born with confidence and the world has a way of taking it away from you, and it is your goal to find that confidence again. I think we saw that in the show today. We have these designers that came to Cannes, this festival that is known for the greatest actors and actresses, the most beautiful people in the world, so to come and show your designs [here] takes a bit of confidence, which is incredible to watch.”
As her image architect, how do you go about telling Zendaya’s story?
“It was never about me telling [Zendaya’s] story, it was about us collaborating and building a story. On a carpet, you see her take on these different personalities and personas, for every roles she takes or every dress she wears. She’s my collaborator. It’s all about us creating a script, and her going out there and telling it to the world.”
Do you set out to make a look go viral when you’re styling it?
“I’m so grateful that people love what I do, but I never set out to do that. I just set out to do a good job. I set out to make my clients feel the most beautiful and the most confident, and everything else is just a reward of the hard work. I never set out to go viral, I just really want to do good work and I want to work hard for the people who hired me. When I got this job [with Magnum] I took it very seriously because I wanted to be the best Taste Architect that – I mean, hopefully, this partnership continues on – but that they ever worked with. I do the same thing for every single client that I work with, whether it’s Zendaya or Celine Dion or Ariana Grande, it is because I really really want to do the best job.”
What do young designers have that established designers lack?
“I think there’s a freshness, and there’s a hunger. Once you become successful, there’s a small place where you can find yourself becoming complacent, and I think that young designers that have this hunger, and this thirst to be great. You work your entire life to have your first collection, and I think everything, all your experiences, whether good or bad, they go into that into that collection. That’s what so beautiful about it, because there’s such a vulnerability to not knowing, and to the unknown.”
All image via Magnum©
