By Chere Di Boscio
When you think of Magnum ice cream, rarely does ‘fashion’ come to mind–but Finnish design star Mert Otsamo may have just changed that forever.
The young couture designer was hired by Magnum to create a gown for the red carpet, using only recycled materials from the ice cream company. According to Heidi Rantala, a spokeswoman for Magnum, the main inspiration for the project was “the golden inner surface of Magnum ice cream wrapper and the sustainable values the Magnum brand embraces. As Magnum loves fashion, co-operation with a designer was a natural way of sharing our sustainability values during Finland’s biggest gala –the Presidential Independence Day banquet”.
Magnum, which uses mainly Rainforest Alliance certified cocoa in its products, chose Otsamo to work on this project after he visited the Magnum Helsinki pop up store June 2013. “We started to talk about how Magnum breaks boundaries through fashion and the strong relationship with Rainforest Alliance. Mert was immediately eager to take the sustainability message forward by using recycled Magnum materials, and this resulted in a designer gown made of recycled Magnum advertising banners and recycled Magnum ice cream wrappers. We are excited to work with Mert who is considered to be one of the top designers currently in Finland with his unique and impressive designs”, says Ms Rantala.
The result was astonishing: a sheer, asymmetrical black dress set off with sparkling gold flowers, folded from wrappers that would otherwise have been thrown in the bin. Otsamo has certainly proven that with talent and ingenuity, anything is possible.