This is how Jesús de la Garsa presented his work at the first House of Magnum® Collection.
Fashion designer Jesús de la Garsa brought Mexican fashion to the spotlight at the first-ever House of Magnum® Collection show in Cannes. The designer presented six looks inspired by the Magnum universe on a runway at Palais Stéphanie in La Croisette, becoming the first Mexican designer to showcase a collection amid the 79th Cannes Film Festival.
Who’s Jesús de la Garsa?
In case you need a quick introduction, Jesús de la Garsa is a Mexican designer recognized for his bold and experimental fashion creations. Hailing from Jerécuaro in Guanajuato, de la Garsa has previously outfitted Coco Rocha, Kourtney Kardashian and Belinda, among other A-listers. The designer has also collaborated on special projects with brands like Magnum and Disney (The Devil Wears Prada 2).
It is his collaboration with Magnum, first presented in April at Espacio Vogue in Mexico, that took de la Garsa to Cannes. Alongside designers from Turkey, the UK, France, Spain, Poland, and the Netherlands, the designer participated in the inaugural edition of House of Magnum® Collection, a fashion space where Magnum debuted two premium flavors: La Pistache and La Peche.
Magnum Through the Lens of Jesús de la Garsa
Bringing the spotlight to Mexican talent and making his collection one of the most remarkable of the night, De la Garsa was the only designer presenting more than two looks. Each design drew inspiration from the visual and sensory universe of Magnum, nodding to the popular ice cream brand through texture interplay, artisanal work and textile juxtaposition.
Puffy sleeves, corseted bodices, leather and embellishments served as the starting point, exploring “different emotions and textures: from the strength of a chocolate armor to the softness of ice cream melting on the body.”
On the runway, pieces by footwear brand DANTE and jewelry from TTEN complemented the styling, further directing attention to Mexico’s new creative class, which has soared in recent years thanks to designers like Jesús de la Garsa.
“What we built at Cannes was something truly global – designers […] coming together on one runway, each bringing their own culture, their own craft, their own interpretation of Magnum® through fashion,” explained Göze Iscan, Global Vice President at The Magnum Ice Cream Company, in a press statement. “That is the House of Magnum® in its truest form. We didn’t just want to make a fashion moment; we wanted to create a space where local talent could stand on a world stage and be celebrated for the artistry they bring. Seeing that come to life — the breadth of creativity, the diversity of vision, all united under one philosophy — that is what makes this a defining moment for Magnum®.”
Mexican Fashion is Having a Global Moment
“Jesús de la Garsa’s presence in Cannes marks an unprecedented moment for Latin American fashion. Not only is it the first time a Mexican designer has presented at the Cannes Film Festival, but it is also because he did it on a global platform led by some of the most prominent figures in the international fashion industry,” shared the brand’s press office about the milestone.
The House of Magnum® Collection activation was curated by US stylist Law Roach, widely recognized for his styling work with Zendaya. Roach was recently appointed Magnum®’s Taste Architect and personally handpicked the designers presenting their work at the event. Supermodel Heidi Klum was also present and walked the runway with her son. Meanwhile, celebrities such as Adriana Lima, Halsey and fiancé Avan Jogia, Stephen Libby, Lucien Laviscount, Barbara Palvin and Dylan Sprouse attended the House of Magnum® Collection after-party.
Keep scrolling to see highlights from Jesús de la Garsa’s presentation.
