LOLA MullenLowe: Magnum writes the book on pleasure (literally)

Magnum Photos and Magnum ice cream. Surely, there was always a collaboration waiting in the wings? LOLA MullenLowe has come up with the idea that brought it out onto centre stage. And it’s rather glorious.

Magnum ice cream has always been about pleasure, so it’s a limited edition photobook about pleasure, Magnum by Magnum. What makes the book even more fascinating is that pleasure is different in different cultures and the book’s forty photos, taken by eighteen photographers throughout the world demonstrate – and explore – this.

Gregory Lecomte, global brand manager for Magnum, commented, “This partnership is the first step for Magnum ice cream to establish its new brand signature, True To Pleasure. In today’s world, too often, people are holding back from being true to who they are and what they love to do because of the fear of being judged by others. But at Magnum we believe that the very best pleasures only come when we feel free and liberated to let go and indulge fearlessly in the moment. We want to inspire people through creative expression to overcome the fear of judgement and be true to pleasure.”

The book’s photographers are: Alex Majoli, Alex Webb, Bruno Barbey, Chien-Chi Chang, Chris Steele-Perkins, Christopher Anderson, Constantine Manos, Cristina Garcia Rodero, David Alan Harvey, Eli Reed, Ian Berry, Jonas Bendiksen, Martin Parr, Matt Stuart, Nikos Economopoulos, Olivia Arthur, Steve McCurry and Thomas Hoepker.

The book was launched at the Magnum Pleasure store in London and the can be viewed online. To get a physical copy of the book, participants can share an image of their true pleasure with the hashtag #truetopleasure on Instagram. A jury of photo editors will review the images and the top five will each be sent the book free of charge.