A designer derives inspiration from ice-cream for his latest venture, writes Meena Sreenivasan
FASHION and ice-cream sound like an odd combination but for fashion designer Eric Choong, they are alike. “Inspiration is like ice cream. It calms you and always makes you smile,” says Choong.
The veteran designer finds Magnum’s fourth variant, Choco-Cappuccino, the perfect inspiration for his three new creations for the ice-cream brand’s campaign, Enjoy The Royal Treatment. The campaign is aimed at rewarding consumers the pleasures of high-end fashion.
“When I am stressed, I indulge in ice cream. It is my comfort food. I have incorporated the colours of Magnum Choco-Cappucino’s into my three new creations.
“It is all about pleasurable indulgence, isn’t it, when you take fashion to a new level by marrying it with ice cream?” he asks.
Ice cream has always been an inspiration for Choong, especially Magnum ice cream in almond, since he was in secondary school.
If you win Magnum’s online-based contest, Magnum Fashion Royale, you get to walk home with one of Choong’s customised designs.
What comes to mind when you marry Choco-Cappucino with Choong’s fashion? Deliciously sweet designs that showcase a play of delectable textures.
“The ice cream is made from Belgian chocolate and I immediately thought of royalty. My identity and designs have always been classic so they really gel with the label,” he says.
Shades for his two creations are gold, dark brown, burnt orange and off-white, while for fabric, he uses pleated tulle and duchesse satin.
For men, he has created a suit in mixed wool, keeping the classic gentleman in mind. “It is in midnight blue and has a Nehru collar. The whole idea of the collection is very royal and regal — just like Magnum ice cream’s class and royalty” he adds.
Eric Choong’s favourite ice creams
1. Magnum Almond
2. Magnum Classic Vanilla
3. Magnum Choco-Cappuccino
4. Durian ice cream
5. Nutty ice cream
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Taste of high fashion
“MAGNUM Fashion Royale“ is an online game based contest that is designed to promote the brand’s latest variant — Choco Cappucino, by giving participants a taste of the high fashion that Belgian chocolate brings.
Participants stand a chance to win customised couture pieces by luxury labels Eric Choong, Granoff, Michael Ong and Zang Toi as well as Magnum-inspired accessories.
You need a valid Facebook account to access Magnum’s Facebook page from www.magnumfashionroyale.com.
Participants have to enter three closets and complete the fashion-themed challenges to collect points.
You get a bonus closet when you invite a friend to join the contest, bringing to four the number of closets you can enter daily. The first round contest was held last month while the second round ends on Monday.
Each round has three participants with the top most high scores. The one with the highest score will get to select his or her luxury
label first.
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