Iris Apfel is the new face of Magnum

Iris Apfel is Magnum's new muse.

The 97-year-old style icon and businesswoman succeeds Kendall Jenner, Cara Delevingne and Bella Hadid who have fronted previous campaigns of the world-famous ice cream brand.

For the campaign, Iris was captured by Iconic fashion photographers Mert Alas and Marcus Piggott and also stars in a short film directed by Martin Werner in which she shows us how she has pursued pleasure throughout her fascinating life.

'I have always lived my life like no-one's watching. What a waste to live in fear of judgment. Go for it, I say! I was excited to collaborate with Magnum to bring this attitude to life and inspire others to do the same. I hope when people see it, they feel empowered to be a little more light-hearted and playful, I know I will continue to do so!,' Apfel said in a statement.

On 16th May Magnum will unveil the campaign during the 72nd Cannes Festival which will be followed by a panel discussion in which Iris will talk about the campaign and what inspires her, as well as indulging at the famous Magnum Dipping bar, creating her own bespoke Magnum ice cream design.

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