Louis Vuitton Introduces New Packaging

louisvuitton Louis Vuitton News

Since 2003, Louis Vuitton has been known for its chocolate-brown packaging, but now the 162-year-old brand is taking on a brighter shade.

Officially called safran impérial (imperial saffron), the ochre hue will be featured on the brand's shopping bags and boxes for all purchases. Cobalt-blue ribbons and bag handles will complement the bright color. 

The new packaging started arriving in stores over the weekend, along with a new rolling suitcase designed by Marc Newson. According to Michael Burke, the chairman and chief executive officer of Louis Vuitton, the packaging will eventually roll out to the brand's 450 stores worldwide.

"We don't want the packaging to be fashionable. It's supposed to have quite a long life cycle," Burke told WWD. "In most cases, brand colors play off of black and white. We wanted to be different."

The label has a close relationship with the color scheme. The yellow hue was featured on a vintage Vuitton trunk, the Citroën, which was commissioned by the French carmaker for an expedition in 1924. The color is also similar to the shade of the brand's handles, trim, and labels since 1860. Since Vuitton's inception in 1854, blue details have been used for personalization in the form of initials and ribbons.

Most recently, Nicolas Ghesquière, the brand's artistic director, featured the shade on many of its popular handbags, including the Petite Malle and the Twist MM. Saffron also showed up on the fall and spring 2016 catwalks at various labels, including Gucci, Prabal Gurung, and Prada.

The new packaging is made to last longer than the old packaging—it's thicker and more resilient—and is more collapsible than ever before.

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The new packaging will hit LV stores this weekend so don’t be surprised when your purchases are given the saffron treatment. “We don’t want the packaging to be fashionable. It’s supposed to have quite a long life cycle,” Michael Burke, chairman and C.E.O. at LV told WWD. “In most cases, brand colors play off of black and white. We wanted to be different.”
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The color, or variations of it, have been seen on LV products before, it’s also been used in their “Volez Voguez Voyagez” exhibition in Paris. Along with boasting a new color, the new packaging will also be more durable thanks to increased thickness and more resilience.


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