Hélène Gaillard, Krokan
What if biscuits had their own wardrobe, too? We met Hélène from Krokan, a French artisanal biscuit brand creating bespoke and customizable treats where every creation is composed like a fashion piece: colors, patterns and details can be endlessly reimagined to create something truly unique. At the intersection of craftsmanship, design and pastry, Krokan shares its world with us — where creativity meets savoir-faire, and every detail becomes a signature.
Hélène is wearing Le Rothko cardigan, Le Alouettes tee & Le Dan jeans
Could you introduce yourself ?
My name is Hélène Gaillard, I’m 40 years old, and I’ve been a nurse anesthetist for ten years.
Alongside my career, I founded Krokan with my husband, Romain—a brand of artisanal biscuits featuring personalized and customizable messages.
With Krokan, we started with something very simple—a biscuit—to create a thoughtful gift that conveys a message and brings out an emotion.
We love working with a universal and familiar product, while giving it a special touch through its details.
How did you develop your sense of aesthetics ?
Thanks to my husband, Romain.
He pays close attention to detail and has a gift for transforming something very simple into something unique.
Working alongside him, I’ve learned to refine my eye, to pay closer attention to materials, shapes, and all those details that might seem imperceptible at first glance.
This sensibility comes naturally to the Krokan brand. For me, beauty doesn’t necessarily lie in what immediately catches the eye—it’s often the details that make all the difference.
What does fashion mean to you ?
For me, fashion is a form of expression and, above all, a form of freedom.
Our clothes say something about our personality, our mood, or simply how we want to feel.
When I was younger, I felt like I had to follow trends. Over time, my relationship with clothing has become more personal and more free: I now choose what suits my desires and needs, rather than trying to follow a trend.
Today, fashion represents the liberty to choose what you want to wear and to feel good in your clothes.
Which item of clothing instantly gives you confidence ?
I’m actually pretty conventional: a well-tailored pair of jeans paired with a white T-shirt is probably the outfit in which I feel the most like myself.
These are very simple pieces, but when the fit is just right and the fabrics are high-quality, they speak for themselves.
When you get dressed in the morning, what do you prioritize ?
Comfort is essential, especially since I get around by bike most of the time.
My daily life also calls for a certain simplicity. When I work in the hospital, I leave my clothes in the locker room; the same goes when I help make biscuits at Krokan.
So above all, I look for clothes that are comfortable and suited to my lifestyle, without sacrificing elegance.
Ultimately, my goal would be to be the most elegant cyclist around!
What would you like women to feel more when they get dressed ?
I would like women to view fashion more as a source of happiness than as a burden.
Getting dressed should remain a space of freedom: the freedom to choose what you want to wear, based on your own desires, and simply to feel good.
Hélène is wearing Le Rothko cardigan, Le Alouettes tee & Le Dan jeans
What parallels do you see between the worlds of Rosaé and Krokan ?
I see the same attention to detail in both the worlds of Rosaé and Krokan.
At Krokan, every element contributes to the emotion we want to convey: the choice of message, the chocolate wreath, or even the elegance of the packaging. Nothing is truly ostentatious; rather, it’s the details that give the whole its uniqueness.
I see this same sensibility at Rosaé—in the precision of a cut, the details of a shirt, or the softness of a fabric.
These are elements you don’t always notice at first glance, but they profoundly change the way you perceive an object or a garment. Ultimately, they make all the difference.
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