LU is a french bakery company that makes those fancy biscuits and crackers (Petit Ecolier, Pims and Le Petit Beurre) that you find at the corner grocery store. Yesterday afternoon, the Daily Transom received a tin of the company’s Creme Roulee wafers—those long cigarette wafers filled with chocolate and hazelnut—that was designed by designer Erin Fetherston.
The design is surprisingly simple, considering how much Ms. Fetherston enjoys playing with volume and fabrics in her whimsical clothing. The tin is dark brown with a profile of a pencil-drawn tall woman in a short dress and flats, with shoulder-length straight hair and a curtainlike bang (read: Ms. Fetherston) clutching giant long wafers like rolls of fabric. The drawing is against a background of “I Love LU” written in cursive. The tins are available on Amazon for $39 (for a pack of six) starting Sept. 10.
Ms. Fetherston used to show her couture line in Paris, but now designs a ready-to-wear line that she shows at Bryant Park. Her line is favored by actresses like Zooey Deschanel (the brand’s face), Winona Ryder and Kirsten Dunst. In 2007, the designer received the prestigious Ecco Domani Fashion Foundation award for emerging designers and was a finalist for the CFDA/Vogue Fashion Fund.
Are we to think that this is an extra flow of cash for the designer in a time when fashion houses (i.e., Peter Som, Christian Lacroix, Escada) are struggling? Or is she just a really big fan of the sweets from when she lived in Paris?
“I came to love LU when I lived in Paris as they are a European classic and everyone’s go-to cookie in France,” Ms. Fetherston emailed us through a representative. “LU has a long history integrating art and design into its campaigns dating back to the late-1800s. With LU now expanding into the U.S. I was thrilled to partner with them.” Bon appetit!
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