Fashion brands compete for the bean

Sharing a galette des rois is one of the traditions at the start of the year linked to the feast of Epiphany, set for January 6, to which more than six out of ten French people indulge. For several seasons, fashion and luxury brands have taken over this gourmet event, illustrating the ever closer rapprochement between the world of fashion and that of gastronomy. It is also a marketing action for these players, since these delicious dishes are often linked to commercial offers intended for (future) customers. A look at the 2025 vintage.

Balzac Paris plays the Lille card

The Parisian fashion label is once again joining forces with Maison Meert, a northern institution specializing in waffles, for its galette des rois which will be the queen of Balzac Paris’ Parisian boutiques. Because every Saturday in January, a tasting of shares is organized free of charge from 2 p.m. to 6 p.m. in these addresses, with the possibility for customers to discover a golden ticket giving the right to a 100 euro voucher, a leopard tote bag, a box of cat’s tongues and a box of six mini waffles. The cake is also available for sale (at 35 euros) in the Meert boutique on rue Debelleyme in Paris.

Jonak likes the chocolate-pecan

It is with the Tranché bakeries that the French shoe brand is collaborating for its 2025 cake. It abandons the classic frangipane for the combination of chocolate and pecans, ‘brookie’ style. In some of them, a bean in the shape of a shopping bag has been slipped. It allows you to be offered a pair of shoes (according to the choice of the lucky winners) in Jonak stores. A pancake labeled between 25 and 34 euros in Tranché bakeries.

Dior cane style

The geometric crossings of canework, signature of the brand, constitute the inspiration of the house of Dior for this new year. The cake designed by Jean Imbert and Romuald Bizart contains a combination of almond and hazelnut and hides a small hand-painted glass talisman, evoking lucky charms. They can only be found at the Dior pastry shop at the flagship at 30 avenue Montaigne. Count 80 euros.

The Kooples in black

Dressed all in black, the cake signed The Kooples refers to the rock DNA of the Parisian fashion brand. A vegan and gluten-free pastry, created with Copains bakeries, which mixes frangipane and dark chocolate. A few beans called “heritage”, in the shape of buttons decorated with a coat of arms, were scattered among the cakes (sold from 6 to 50 euros): they give the right to a voucher of 250 euros to spend in the points of The Kooples sales.

Louis Vuitton paints its monogram

Served in a designer box, the Vuitton signature cake is textured on the top by one of the signs of its monogram, the flower. A product sold between 30 and 58 euros which was created by pastry chef Maxime Frédéric, combining vanilla frangipane cream with chocolate and tonka bean ganache. It hides a porcelain bean, representing Vivienne, the emblematic figurine of the house. To be enjoyed in the Maxime Frédéric café at Vuitton located in the 1st arrondissement of Paris, paying 30 to 58 euros.