Is ice cream the latest must-have for fashion brands? Alessandro Enriquez, MC2 Saint Barth, and Uniqlo think so.
Many fashion brands have chosen to tackle the summer of 2026 by confronting economic hardships, global conflicts, and issues related to global warming—to name just a few of the problems plaguing the present day—by focusing on a quintessential summer theme and symbol, as well as an antidote to beat the heat and lift spirits–ice cream.
Cool, Trendy Desserts
Alessandro Enriquez, the Sicilian brand named after its founder and creative director—born ten years ago—continues to offer collections characterized by macro prints, playful patterns, and inspiration rooted in Italian culture and Mediterranean tradition.
For s/s 2026, it has chosen colors and themes inspired by the year’s freshest and most fragrant dessert, featuring op-art effects that evoke the graphics of ice cream cups and cones, as well as colorful fruit motifs such as strawberries, lemons, and other fresh, indulgent flavors.
In July, the brand launched a two-week collaboration with Anteprima, a fashion store in Bari, and Gelateria Gentile, offering new ice cream flavors to attract the attention of curious consumers eager for something new—such as banana stracciatella.
Popsicles in the bath
MC2 Saint Barth, the well-known Italian swimwear brand prized for its high-quality fabrics and imaginative, iconic prints, launched shorts last spring featuring Mister Polaretto, the penguin mascot of the fresh, colorful popsicles found in over 74 flagship stores across Italy and abroad, along with many multibrand stores. Starting this summer, these cheerful swim shorts are also available online.
This men’s swimsuit features an all-over print that celebrates Polaretti and the penguin as a true pop icon. Its design combines style and functionality thanks to a lightweight, quick-dry technical fabric, impeccable fit, and meticulous sartorial details to accompany every moment of your vacation, from the beach to happy hour.
Loved by children, Millennials, and Gen Z, the popsicles are a universal symbol of authenticity, fun, and quality, fully integrated into popular culture and vernacular.
The partnership with MC2 Saint Barth is helping the brand to grow further, despite it is already known for having recorded revenues of €140 million in 2025—a figure set to reach €180 million by the end of 2026—and an EBITDA of approximately €40 million, up from €30 million in 2025.
The brand is 60% owned by founders Massimiliano Ferrari and Raffaele Noris, and 40% by the Peninsula Fund and the Percassi Group; according to rumors, private equity firms Permira and Nuo have been vying for ownership of the brand for some time…Could the penguin mascot have also played a part in boosting its appeal?
Tasty t-shirts are cool for Uniqlo and Algida
Uniqlo, the fashion chain part of the Japanese Fast Retailing Group, has announced a new collaboration with Algida, The Magnum Ice Cream Company (TMICC) is the manufacturer of beloved ice cream brands such as Cornetto, Twister, and Calippo.
Together, the two brands are presenting a collection of UTme! T-shirts inspired by the joy of summer and images of their iconic ice creams.
“The best collaborations bring to life something that neither brand could achieve on its own,” said Leyal Eskin Yilmaz, CMO, The Magnum Ice Cream Company for Europe, and ANZ and head of the global Heartbrand and Cornetto brands.
“Our brands are deeply rooted in people’s lives and memories, while Uniqlo is renowned for elevating everyday essentials through thoughtful design. By bringing these two worlds together, we’ve created a collection that transforms some of our most iconic ice creams into expressions of joy, nostalgia, and individuality—in a way that feels authentic to both of us,” the executive added.
Inspired by nostalgia for the ’90s and early 2000s, the collection reinterprets beloved ice cream brands—including Cornetto, Solero, and Calippo—through a contemporary lens, designed for summer 2026 for the Italian market and available for purchase at the Uniqlo store at Via del Corso 6 in Rome.
In other select European markets, the two partners have launched additional collaborations inspired by ice cream brands that hold a special place in consumers’ hearts, including Feast in the UK, Flutschfinger in Germany, Raket in Belgium and the Netherlands, and many others.
The illustrations are by British artist Amelia Buchanan, who drew on Heartbrand’s archives to create a series of collages that blend vintage and contemporary designs.