“Chic Little Biscuit” Packaging to Get Stylish New Look from the Whimsical Designer
LU Biscuits Announces Collaboration with Erin Fetherston at Mercedes-Benz Fashion Week in New York
“Chic Little Biscuit” Packaging to Get Stylish New Look from the Whimsical Designer
EAST HANOVER, N.J., Sept. 9 /PRNewswire/ — The collections on the runways are not the only luxe new designs being unveiled at this year’s Mercedes-Benz Fashion Week in New York. To celebrate its European history of style and design, LU biscuits, best known for its delicious imported French cookies, is partnering with influential fashion designer Erin Fetherston to create new limited edition packaging. The exclusive designs will provide a modern take on the timeless LU biscuit iconography and will bring Fetherston’s passion for the brand to life. A preview of the design inspirations for Fetherston’s packaging will be unveiled and on exhibit in the LU Lounge at Mercedes-Benz Fashion Week from September 5 to September 12, 2008.
“As a sponsor of Mercedes-Benz Fashion Week, LU is celebrating the best of fashion’s artistry and design, and Erin Fetherston embodies the brand’s commitment to style and fine taste,” said Michael Brandstaedter, Senior Director of Marketing, LU biscuits. “Our collaboration with Fetherston furthers the rich LU heritage in this arena, and given the brand’s Parisian roots and own chic quality, Fetherston is a perfect fit for the LU ‘high-fashion makeover.’”
Since its start in France in 1850, a love and appreciation of design has been at the heart of the LU story. LU has collaborated with renowned artists to evoke its chic spirit through advertising for over a century, tracing back to the brand’s original posters commissioned by Monsieur LeFevre and Mademoiselle Utile to its most famous advertisement of Le Petit Ecolier, or “The Little Schoolboy.” This commitment to design is carried through in each and every “Chic Little Biscuit,” crafted with quality ingredients including pure butter and rich European chocolate and special design flourishes like signature scalloped edges.
“I’m excited to have the opportunity to create my own design for LU biscuits, which I’ve always enjoyed,” said Fetherston. “France represents a major inspiration for my collections, and LU biscuits are similarly inspired by the French sense of style, indulgent taste and fine, quality ingredients. Announcing this collaboration and revealing my newest creations during Mercedes-Benz Fashion Week this season makes it even more special.”
The limited edition Erin Fetherston-designed packaging for LU biscuits will appear on the Le Petit Ecolier and Creme Roulee varieties and will be available in U.S. retail stores in 2009.