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Laduree x La Double J Launch

After a difficult year caused by the pandemic, Gabrielle Shaw Communications was tasked by Ladurée to launch their first-ever collaboration with Milanese maximalist homeware brand, La Doyuble J, into the UK market as a part of a re-opening strategy.​

Having first worked with Ladurée for their launch in Harrods in 2006, Gabrielle Shaw Communications has been advising the brand on cultural, arts and fashion partnerships ever since, with the La Double J partnership one of the most exciting to date.

To launch the partnership, Gabrielle Shaw Communications hosted a press breakfast in the Ladurée Covent Garden store, with an A-list press guestlist in attendance. Press had a unique opportunity to see the collection in full glory and interview fashion icon JJ Martin exclusively about the collaboration.

Reinforcing La Double J’s commitment to celebrating women and wellness, the collaboration drew upon the deeply personal and spiritual practice of the brand’s founder J.J. Martin and was dived into themes of motherhood, fertility and the spiritual concept of the sacred feminine. This vision was realised through the Tree of Life print; a verdant La Double J artwork, designed in-house in honour of the ancient Tree of Life archetype, a symbol of fertility, renewal, life cycles and all forms of motherhood.

Framed by the soft pink and pistachio green shades of Ladurée’s world-renowned macarons, the collaboration ranged from Ladurée x La Double J’s first-ever teapot, an exclusive design crafted in fine porcelain by Italian manufacturers Ancap, to cotton twill aprons and a new porcelain goodie jar, perfectly shaped to stash macarons. Sets of seven and 13 macarons were housed in La Double J printed confectionary boxes, available exclusively at Ladurée stores.​

Owing to the huge success of the promotion, Ladurée decided to extend it by two months.  ​

Results:

Total global reach: 28,830,150

Total PR value: 858,663

Over 17 pieces of international coverage secured across print and digital​

Attendance of high-profile editors included: Anna Murphy (The Times), Sasha Slater (The Telegraph),  Ben Springs (Elle Decoration), Gianluca Lungo (Vogue), Laura Atkinson (Sunday Times Style), and Osman Ahmed (i-D) among others​

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