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The Will

The Challenge

A day without pleasure is a day lost.





At 97 Iris Apfel is the new face of Magnum

Apfel stars in major, global campaign to encourage and inspire people to be true to their pleasure

In our latest global campaign for Magnum, we worked with legendary fashion icon, businesswoman and modern-day muse, Iris Apfel in a short film directed by Martin Werner. 

Speaking from the Magnum shoot in Miami, Iris said; “I have done many things in my life and throughout, I have always tried to live without fear of judgment. Otherwise, you miss out on all the fun! I was thrilled to collaborate with Magnum to bring this attitude to life and I hope we inspire you to do the same. Feel empowered to be a little more lighthearted and playful… I know I will continue to do so!”

The film is a window into Iris’s fascinating life and the many ways that she has proudly pursued her own true pleasures. It encourages a new generation of pleasure seekers to let go and indulge, taking inspiration from her own life, to be authentic to what personally brings them true pleasure.

Magnum - The Will from LOLA MullenLowe on Vimeo.

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