Le Roach has long been known as the “architect of image,” but Magnum has adapted that title to Cannes by appointing the veteran fashion designer as the ice cream brand’s “architect of taste” for its annual festival activation.
As part of his duties, Roach arrived in the French Riviera on Thursday to oversee Magnum’s first fashion show as creative director by overseeing the design and curation of the show “in celebration of the House of Magnum.” The show took place on a particularly windy day on Magnum Beach (Stephanie’s Palace on the Croisette), where the runway was filled with models adorned in designs inspired by Magnum flavors and created by eight designers handpicked by Roach.
The trend maker even ended the show in a spirited moment by walking hand-in-hand with him Runway project Pal Heidi Klum, who made a surprise proposal. Aside from the Magnum ice cream bars handed out throughout the afternoon, there was another sweet moment: Klum’s son, Henry Samuel, even strutting down the runway with his proud mother shouting him out during post-show comments. As for Klum, she walked in the show wearing a bright green dress inspired by Magnum La Pistache, one of the new signature flavors debuting here, along with Magnum La Pêche, a personal favorite of Roach’s.
After the runway show, Hollywood Reporter I caught up with Roach to talk about his new “Architect of Taste” title, his history styling Bella Hadid and Naomi Campbell’s Cannes outings, and the high-profile work commitment he’ll have on board first thing back stateside on Friday: designing for Ariana Grande’s anticipated Eternal Sunshine Tour.
You are Magnum’s first ‘architect of taste’. Why did you say yes?
The reason I said yes, first of all, is that they came up with this really beautiful title, which is kind of an imitation of the image engineer, which I thought was very interesting. Also, when I wanted to delve into the history of Magnum, although this may seem like their first foray into fashion, it’s not. In 1994, Kate Moss presented the Vivienne Westwood show holding a Magnum ice cream bar. Their commitment to quality and craftsmanship emulates and reflects what I do as a designer. I always like to say in this part of my career, I want to do things that feel authentic and feel true to what I believe in. And the fact that the quality and craftsmanship is unwavering to them really resonates with me because that’s the same way I feel about my craft.
When I first heard you take this opportunity, I wondered if Lou Roach ate ice cream.
Law Roach eating ice cream. Lou Roach also eats adult ice cream because Magnum is an industry leader, making adult ice cream because it’s all about fun and sensuality. The line between what they do and what we do is very clear, and that’s what’s really exciting about this partnership.
Not only have you added your name here, have you actually organized your presentation?
I created the look, lighting and music. It was an opportunity for me to step out of the box and let someone rely on my experience, not just in fashion but in everything. It was all done by myself and my team.
You are no stranger to Cannes. You loved the moment you stepped out on the red carpet at the palace in 2024 with your dear friend Naomi. She wore an archival look from Chanel, and you are the king of the archive. What do you remember about that night?
I’m really shocked that when you hire me as a stylist, this is what I’m prepared to do, right? When I’m with a client, it’s not about me. I don’t try to be in the spotlight unless I’m invited to. Naomi and Chanel invited me to do so. They asked me to walk next to her on that carpet a lot, too, with Chanel, and I thought that was incredible. Naomi’s fans really enjoyed that moment. My fans really enjoyed that moment. It was like a hair battle. She’s the queen. She’s the queen.
You’re also wearing Chanel. When you design yourself for a moment like this, what is the mission?
You know? I still have this thing that if I’m not completely alone, it’s not about me. I am in the service industry. My mission is to make my clients feel confident [and] As beautiful as possible. This is what’s on my mind. I have no problem being four steps behind my talent. But I thought it became a really special cultural moment for us to be there together and I was grateful that it happened.
Speaking of the king of the archive, you also styled Bella Hadid in some archival looks in Cannes. Tell me about those moments
One was Versace because Donatella let me into the archives, and the other was Tom Ford for Gucci. Then she wrapped up her stint at Chopard as a Chopard ambassador, and that was Karl Lagerfeld for Chanel. I think that’s an era that people miss a lot, and I think it was really one of the most amazing eras. She wore this Gianni Versace dress that I think was from 1987, which was really stunning and beautiful. I was really proud of this look. It was my first festival with Bella. My second visit was with Naomi and my third here with Magnum.
What is the design strategy for a big event like Cannes?
No, every occasion is a great occasion for me. I live in a world of dreams of greatness. you know what i mean? I live in a fantasy that my clients sometimes have to talk me out of. The Cannes red carpet has been iconic for many years. As a designer, this is what you dream of. Dreaming of catching a glimpse of that carpet. It’s Cannes, Venice, the Oscars, the Met Gala. I was so grateful that I was able to live out those dreams and that Magnum allowed me to come on board to be their editorial taste engineer. Even the way Magnum produces its ice cream is about craftsmanship. It’s about self-pleasure. It’s about quality and they are unwavering in the things they do. Even the stick that the ice cream is placed on is well made. This is very typical of what I do as a fashion designer because I want every part of the look to be perfect.
Back to self-pleasure. When you need some power and need to unplug and recharge, what do you do?
Baby, I’m simple. It’s a hot bath for 20 or 30 minutes and a massage when I can. I am the simplest person.
You need some of that this year. I’ve had a great first half of the year and a great half coming up with Zendaya’s upcoming press tours Sand dunes: Part three and Odyssey. As the king of archiving and embedding, what can people expect?
Well, you can expect both of those things, but you can also expect me. I’m the costume designer for Ariana Grande’s tour. The new round. I’m actually leaving here very early in the morning to fly back to Los Angeles to start the installations for this. I’m so excited because Ari hasn’t toured in seven years, and the last tour she did, I was the costume designer on that too. It is a reunion of our creativity and our love for each other. And this new album is very good. She’s the perfect Ariana, and I think her fans will be so excited to hear the music and watch the show.
You’ve grown as an artist since the last tour so I’m really curious what you’ll look like?
We have grown up now. Seven years is a long time to not tour or perform in front of big audiences. I think her maturity as an artist and as a woman is incredible. I’m so grateful that she chose me to come back and collaborate with her for this.
As an “Architect of Taste”, what has been your most delicious experience so far in Cannes?
Break the chocolate with Magnum, which is very important to them and you will get it every time. The flavor I’m focusing on is Magnum La Pêche. It feels very sexy and like a bit of indulgence which I love.
