Louis Vuitton trades in their chocolate colored packaging for a new saffron hue

Louis Vuitton is getting an all new look. The French fashion and lifestyle brand is trading in their usual brown packaging for a bright new saffron shade. The shade is called “Imperial Saffron” and has graced some of the maison’s heritage pieces including some of their most iconic trunks. Louis Vuitton’s shopping bags and boxes for all purchases will take on this citrusy color which gets an added burst of contrast with a cobalt blur trim in the form of bag handles and ribbons.

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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[ Via : Nylon ]