Magnum brings a touch of indulgence to Regent Street

Magnum ice cream has teamed up with Regent Street for a third year to create the ultimate outdoor fashion moment. Inspired by the launch of the Magnum Double range, people will be called upon to say ‘yes’ to indulgence as Magnum gives away 45,000 ice creams throughout the day.

The street will see the arrival of a 16 station ice cream dipping bar, where guests can make their own Magnums free of charge. Consumers will be able to choose their flavour of chocolate and see their ice cream dipped before their eyes – alternatively, guests can choose to sample one of the flavours from the Magnum Double range.

During the afternoon, Magnum will host a fashion show featuring designs from Regent Street’s many retailers, after which Magnum will dare consumers to be bold and take a stroll down the People’s Catwalk, with every moment captured on the big screen. Participants will be given the chance to win vouchers to spend on Regent Street by sharing a picture of their favourite catwalk outfit on twitter using the relevant hashtag.

There will also be a live DJ playing throughout the day, as well as dance workshops for the public inside a Big Dance Double Decker bus, featuring music and fashion from across the decades.