Magnum has announced its collaboration with style icon, businesswoman and modern-day muse, Iris Apfel, to launch its #TrueToPleasure campaign and inspire people to be true to what brings them pleasure. Iris stars in vivid, bold and colourful stills shot by Mert Alas and Marcus Piggott and two short films, directed by Martin Werner.

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!”