Häagen-Dazs partners with students to design first fashion collection

American ice cream company Häagen-Dazs is stepping into the realm of fashion with its House of Häagen-Dazs 48 Hour Collection. It will be designed by fashion students and presented at Berlin Fashion Week from July 4 to 5.

The collection will be conceived by three fashion apprentices from the College of Design of Lette Verein Berlin, a vocational school based in the German capital. In a live performance, the students will create a street style look from fabrics that have been printed with the new package design of the Peanut Butter Crunch ice cream.

Fashion collection to celebrate new packaging

The new package design was created by Dutch artist and illustrator Merijn Hos. Häagen-Dazs ice cream cups will feature the new design from the start of 2019. The fashion collection shall also celebrate the new packaging.

“It’s great to see how exceptionally the new design is brought to life together with our first House of Häagen-Dazs fashion collection,” Adriana Cantú Robles, head of marketing of Häagen-Dazs Germany, said in a press statement on Tuesday.

Häagen-Dazs was founded in 1961 by Reuben Mattus in New York and belongs to the Minneapolis, US-based, food company General Mills Inc.

photo: Häagen-Dazs