This Ladurée x Patou box set is already causing a stir at Galeries Lafayette.
A sweet couture collaboration that intrigues as much as it seduces. Ladurée and Patou combine their worlds in a box of macaroons as aesthetic as they are delicious, unveiled exclusively in Paris.
When fashion invites itself into pastry-making
Ladurée, the Parisian pastry icon, and Patou, the fashion house reinvented by Guillaume Henry, sign a refined collaboration. The result? A pink box adorned with the initials of Jean Patou, the brand’s visionary founder, containing twelve macaroons in floral flavors: rose, orange blossom and milk flower.
This limited edition embodies a subtle, modern femininity, in line with Patou’s inspirations during the Henry era. A sweet tribute to French elegance, designed as much for lovers of fashion as of refined sweets.
An immersive experience at Galeries Lafayette
Beyond the product, the operation is also a sensory experience. From April 24 to May 21, 2025, every weekend, 45 guests will have access to an exclusive tea time in the boulevard Haussmann department store.
On the menu? A rose religious, three Patou macaroons, scented tea and surprises from the fashion house. A total immersion in the Patou x Ladurée universe, orchestrated as part of the “Gourmandise: la mode a du goût” event.
A well-oiled visibility strategy
Ladurée makes no secret of the fact: its collaborations have become a formidable communications tool. Between the 2024 Olympic Games, Netflix(Bridgerton) and World Emoji Day, the brand is skilfully surfing current events to strengthen its digital presence and appeal to a connected customer base.
The same logic applies to Patou, relaunched by LVMH in 2018, which is multiplying its targeted partnerships. After Onitsuka Tiger, this new duo with Ladurée confirms the label’s ambition: to position itself at the crossroads of luxury and pop culture, where desire is created.
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