It’s official: the Milan-born, Los Angeles-based blogger Chiara Ferragni, has collaborated with Ladurée on a limited ‘sweet fashion’ edition macaron recipe and gift box.
Her 6.1 million Instagram followers are familiar with her obsession with Ladurée macarons but for Ferragni, who has already collaborated with labels like Calvin Klein, Levi’s, Superga and Italia Independent, the move marks her first-ever collaboration in the gourmet category.
The launch of the exclusive Chiara Ferragni x Ladurée macaron box, will be timed to coincide with the upcoming New York Fashion Week in September. The box, featuring eyes and macarons on a pale blue background, is inspired by the aesthetics of the Chiara Ferragni Collection, Ferragni’s contemporary fashion brand. The six pink vanilla/strawberry macarons references the look and feel of The Blonde Salad, the blog created by Ferragni in 2009.
Each box carries a retail price tag of US$ 28. Chiara Ferragni’s limited-edition box will be available exclusively at Ladurée stores stateside before rolling out to other Ladurée boutiques wordwide.
The collaboration is just one of many pillars supporting Ladurée’s current efforts to narrow the gap between its longtime devoted customers and the new, younger generation of consumers.
The French patisserie has also announced it will launch an e-commerce site for US customers in September, coinciding with a relaunch of The Blonde Salad website. Both web sites will stock the limited edition box, with the latter not only expected to sport a new design, but also integrate an e-commerce section carrying special edition products and vintage pieces.
It is far from the first time that Ladurée joins forces with acclaimed fashion brands and entrepreneurs. The French giant’s previous brand alliances have seen it parter with a who’s who of fashion, with collaborations and homages including Emilio Pucci, Marie-Hélène de Taillac, Nina Ricci and Lanvin.