MAGNUM Ice Cream and BCBGMAXAZRIA Fashion Wrap with Aroma of Belgian Chocolate

MAGNUM Ice Cream and globally renowned fashion brand BCBGMAXAZRIA unveiled a fashion wrap that is infused with the irresistible aroma of MAGNUM Belgian chocolate using new scent technology called oNotes. In a unique fusion of chocolate and couture, the wrap pushes fashion beyond sight and touch and incorporates scent, one of our most powerful senses, into the design. This is a distinctive fashion piece. It will delight people who love to wear full scarves to accent their wardrobe and chocolate lovers alike.

The scarf itself is very attractive blending brown tones with cream beige for a wrap that works with many color palates. It is accented with a cocoa fabric and a light, lovely fringe. The exclusive swirling pattern evokes the nature of the delicious, tempting MAGNUM Ice Creams. The rich chocolate scent is released from oChips that are slipped inside eyelets on each end of the wrap. When you are not wearing the wrap, the chips can be stored in a tin for longer-lasting aroma. The chips are also replaceable so you can maintain the luscious scent.

"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 and tactile, giving everyone a new and innovative way to experience fashion as a true feast of the senses."

With critically acclaimed collections, a loyal following of Hollywood's celebrities and a strong worldwide presence, BCBGMAXAZRIA has become one of the top names in the fashion industry. To bring the BCBGMAXAZRIA for MAGNUM Belgian Chocolate Wrap to life, the team partnered with two of the world's leading sensorial experts, including Harvard scientist and scent inventor, David Edwards and world-renowned master perfumer, Christophe Laudamiel.

With its decadent aroma, rich colors and smooth texture, the BCBGMAXAZRIA for MAGNUM Belgian Chocolate Wrap makes women feel like they are being wrapped in chocolate and experiencing the "MAGNUM Effect" which is the same sense of pleasure as if they were eating a MAGNUM Ice Cream Bar. The wrap will be available this summer as a gift with purchase nationwide in select BCBGMAXAZRIA stores and online.

For more information on MAGNUM Ice Cream, visit http://www.magnumicecream.com/.

For more information on BCBGMAXAZRIA visit http://www.bcbg.com/.

Photo: Courtesy of MAGNUM Ice Cream and BCGBMAXAZRIA