>> Last night, Karl Lagerfeld hit New York to debut a series of commercials he directed to promote the European ice cream brand Magnum in the United States.
>> Last night, Karl Lagerfeld hit New York to debut a series of commercials he directed to promote the European ice cream brand Magnum in the United States. The three minute-long spots feature Rachel Bilson — portraying a fashion model, an art student, and a ballet dancer — as well as Baptiste Giabiconi, but Lagerfeld himself makes no appearances.
A waiter carrying a Diet Coke-filled stemmed glass on a tray followed Lagerfeld around the premiere party last night, as did his bodyguard Sebastien Jondeau. So why did Lagerfeld team up with Magnum, even though he admits he doesn't eat sugar? “I like advertising. I love my job in fashion. I love my job as a photographer, but making films was something I hadn’t done. If I was isolated in one job, I would get bored." Besides, he adds: “I would eat ice cream if I could. I made advertisements for Dom Perignon Champagne, and I don’t drink alcohol. After all, I’m a dress designer and I don’t wear dresses."
Bilson, meanwhile, estimated that probably had around 25 Magnum bars during the course of filming, which was done over three days in Paris on a soundstage and at the Folies Bergere. Lagerfeld said that he was given creative freedom, with the advice that the films' content should be “nothing very sexual,” and the budget for a crew of at least 80 people.
When asked whether there was anything he would not lend his name to, Lagerfeld replied: “I hate the idea of the politically correct, because it is very demode, but I would not make advertisements for something related to meat. Meat, no; fur, yes. I don’t think I would do advertising for condoms, even if it has the same name here [Magnum].”
As for the rumor circulating that he is working on a fragrance called "Paper Passion," intending it to smell like books, Lagerfeld said it's not happening. And his next film to debut is a 30-minute movie, "The Tale of a Fairy," starring Freja Beha Erichsen, Anna Mouglalis, Amanda Harlech, and Kristen McMenamy, and to be shown during the Chanel Cruise 2012 presentation in Cap d'Antibes.