The top fashion brand is changing the signature chocolate brown shopping bags that
have been synonymous with Louis
Vuitton for decades. For the first time since 2003, the fashion house is
goodbye to its iconic packaging from brown to a shade of yellow the brand
calls "Imperial Saffron".
The new shade isn't actually all that new for the fashion
house; Imperial Saffron has been incorporated into Vuitton pieces dating back
to as early as 1924. However, this fresh take on the saffron packaging
will feature bright cobalt blue handles and ribbons, a colour combination quite
distinctly different to the brand's well-known shade of brown.
We don't want the packaging to be fashionable, the CEO of
Vuitton ," Michael Burk told WWD. "It's supposed to have quite a long
life cycle. In most cases, brand colours play off black and white. We
wanted to be different.",
The new Louis Vuitton's brand new packaging will be
rolling out over the weekend, so it probably won't be long before it becomes
the latest Instagram humblebrag.
So fashion lovers,
schedule your next shopping spree accordingly.
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