Fashion goes delicious with a Cédric Grolet collab

The rise of the famous pastry chef, Cédric Grolet, seems to be endless. After conquering social media with his viral videos, the Meurice chef is entering the fashion world with a streetwear collaboration. The magazine Highsnobiety has developed a mini clothing collection featuring Cédric Grolet’s famous «cronuts» (a fusion of croissant and donuts). This hybrid pastry, which combines the flakiness of a croissant and the shape of a donut, created a buzz on social media. The line of t-shirts and hoodies was available from June 19th on the Berlin magazine's website, but fans quickly snapped them up, and everything is now sold out. To celebrate the collection and the opening of the Cédric Grolet Opéra café in Paris, Highsnobiety served coffee and pastries from the chef in the Not In Paris pop-up space, which proved to be a great success. This is not chef Grolet's first collaboration. He has previously partnered with Cartier, La Prairie, Havana Club, and other prestigious brands. It seems that the chef's trompe-l'œil pastries, combined with his growing influence, have become marketable objects that attract companies looking for new audiences. Collaborating with Grolet also allows them to embody French excellence in the eyes of a young audience.

The pastry chef's success comes in a context where «chefluenceurs» (a blend of chef and influencer) have become true stars on social media. During the pandemic, when it was impossible to go to the restaurant, people started getting creative in the kitchen and trying to replicate their favorite dishes. Since then, the number of content creators sharing their recipes and cooking tips has exploded. Food and the experience of it are taking an increasingly prominent place in our lives. According to Hypebae, the fashion community is more concerned about what it consumes, whether it's clothing or food. Food has become a status symbol, and Gen Z allocates a large part of its income to it. On the other hand, fashion is also aware of the growing importance of food's visual identity and aesthetics. Last year, The Palace collaborated with McDonald's on a hoodie collection, the Burberry x Norman’s café partnership made waves during London Fashion Week, and the limited series Pop-Tarts Croc-Tarts amazed fans.