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Iris Apfel, A Timeless Style Ambassador and Muse

fashion & stylenews

3 May 2019

The star is illustrated in an inspiring international campaign to encourage people to live their pleasure to the fullest

Magnum announces its most daring collaboration with Iris Apfel, icon of style, entrepreneur and modern day muse. In the new campaign #NeverStopPlaying the ambition is to encourage everyone to fully live the moments of pleasure. Iris Apfel appears in amazing, daring and colorful clichés, immortalized by the inimitable duo of photographers Mert Alas & Marcus Piggott, as well as in a short film directed by Martin Werner.
 "I have done a thousand and one things in my life, constantly trying to live without fear of being judged. Otherwise, we miss out on happiness! confides Iris Apfel, interviewed since the photo shoot of the campaign in Miami. I am delighted with this collaboration with Magnum which allows me to embody this state of mind and I hope that we will make everyone want to do the same. Have the opportunity to allow yourself to be freer, more mischievous ... I'll make sure it always stays that way! "
For this photo campaign, Magnum collaborated with iconic fashion photographers Mert Alas & Marcus Piggott, an uninhibited and hedonistic duo. The intrepid spirit of Iris Apfel, as well as her offbeat style, playful and vibrant, thus takes life under the lens of both artists. The result: bold shots that will be seen throughout the summer in the Pleasure Store Magnum around the world, as well as on the brand's Instagram account.
"We had the chance to shoot the biggest icons, so adding Iris to our" winners "is a real treat! says Mert Alas. Iris is a woman who lives fully and her eyes are always sparkling. This is exactly the kind of strong woman we love to photograph. We really wanted to bring out this personality in our shots. "
More intrepid than ever, Iris Apfel also plays in a commercial. Directed by Martin Werner, two short films show how the star has pursued her quest for pleasure throughout her fascinating life.
"I really wanted this campaign to capture the essence of her personality, all that makes her a captivating and inspiring person," says Martin Werner. The spots show how, even at age 97, Iris continues her quest for pleasure. She has a lot of humor, a bright and colorful style, it was really a joy to shoot with her. "