i call it rough icing and you just smear it on like that -- no worries -- just slather it on all bumpy & lumpy -- but no don't frost like regular why bother to go to all that trouble just slather away --
well actually i mean i call it "rough iced" a cake that's rough iced is one that the icing was never smoothed out
I smooth mine out first, so I know my sides are straight - nothing perfect, just run my bench scraper around a couple of times, so the sides are straight. Then I let that set before adding extra for the rough icing. It's easier for me to keep the rough icing random by adding the extra icing bit by bit. It never goes on the same way, which is what you want - you don't want a pattern.
To me it looks like only the top part of each tier is rough iced - the bit under the ribbon looks smoother, although it's hard to tell with such a small picture.
I've seen this technique referred to as "rustic
I certainly hope they have something under the burlap, or they'll be serving hairy cake.
Looking at the picture more carfully, it looks like there is a wider band of wax paper or buttercream colored wide ribbon where it looks smooth, with wisps of icing come down over it. That would protect the cake from the burlap ribbon.
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