Luxury brand, Louis Vuitton (popularly referred to as LV) recently released its new packaging and it’s not the chocolate brown with a touch of black we know and love. The 162-year-old brand is leaning towards brighter color shades.
Officially called safran impérial (imperial saffron), this new color will be present on LV’s boxes and shopping bags. The imperial saffron will be mixed with a brighter color – cobalt blue. The new packaging arrived in certain stores last weekend.
Michael Burke, Chairman and Chief Executive Louis Vuitton says the new packaging will be available soon in LV’s 450 stores worldwide.
Speaking on why they chose to change the packaging, Burke said
“We don’t want the packaging to be fashionable. It’s supposed to have quite a long life cycle. In most cases, brand colors play off of black and white. We wanted to be different.”
Asides the new package which is said to be more durable than the previous one, LV also unveiled new luggage designed by Marc Newson.
One set of the luggage is devoid of the usual array of LV on the outer portion of the bag and is surprisingly colorful.