Jul 20, 2016
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Louis Vuitton introduces new packaging

Jul 20, 2016

Goodbye chocolate, hello 'safran impérial'! Louis Vuitton is facing a small revolution with the change in its packaging. At a time dominated by image, each detail is important. And packaging this brand's primary ambassador. 

The luxury house will abandon its well-known brown boxes for significantly lighter ones, a mix of tan and beige with blue ribbon.

Louis Vuitton's new packaging

The new design be will introduced in December, but is already available to those wishing to purchase the new Louis Vuitton suitcase, says the brand.

Dubbed 'safran impérial' (imperial saffron), the new shade used in the packaging "has featured in the House's history for over a century and a half," where it was used for "a number of iconic archive pieces like the Citroën trunk in 1924."

"The light tone edges and the inside of the new packaging resembles the natural leather used by the Maison since 1860, notably used in making handles, bag tags, luggage and trunks," said the label, in a statement.

Last but not least, "The paper is thicker and the cotton ribbon handles make it more solid to carry," while the new format is bendable, granting "to optimise the sustainable development commitment from House."


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