Why Häagen-Dazs is launching an ice cream fashion collection

Why Häagen-Dazs is launching an ice cream fashion collection

Häagen-Dazs is challenging young fashion designers to use the pattern on its packaging to create a collection of clothing.

The House of Häagen-Dazs 48 Hour Collection runs on 4 and 5 July as part of Berlin Fashion Week. Three students from fashion design school Lette Verein Berlin will cut, sew and finish their creations at the activation, in a partnership with InStyle magazine.

The pattern that the students will be using is a design by Dutch artist and illustrator Merijn Hos which will appear on the Häagen-Dazs Peanut Butter Crunch packs from 2019. This is part of a relaunch for all flavours, with designs by different artists.

Visitors to the Häagen-Dazs’ InStyle Lounge will be able to try the ice-cream as they watch the designs being created, and pick up tote bags and T-shirts. The activation is being delivered by brand experience agency Space.

Adriana Cantú Robles, head of marketing of Häagen-Dazs Germany, said: "We launched Peanut Butter Ice Cream earlier this year, bringing an on-trend ice cream flavour to the market. It's great to see how the new design for this flavour comes to life in such an extraordinary way with our first House of Häagen-Dazs fashion collection."

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