It’s hard to say goodbye but do you believe in the old adage that sometimes goodbyes are the roads to new beginnings? Because we do believe so as in the case of Louis Vuitton now that it bid adieu to its chocolate brown packaging that we’ve been accustomed to for 13 years.
A packaging can either make or break a brand, especially if you’re talking about a high end one like Louis Vuitton, but the French fashion brand took a leap of faith when it finally decided to trade its dark chocolate brown packaging with a brighter and livelier shade. The new rage of packaging is named ‘Imperial Saffron’ and the distinctive color has been specially chosen to create a new visual signature, inspired by Louis Vuitton’s historical designs – think of the many iconic heritage pieces like the trunk which is known as ‘Citroën’ in the Louis Vuitton archives.
The ochre hue will now be featured on the brand’s shopping bags and boxes. And if that’s not enough to make you giggle, the cobalt-blue ribbons and bag handles will definitely complement its bright color. The combination of the two colors gives a modern and eternal look that reminiscent of the golden age of travel.
According to Louis Vuitton, the thicker paper and cotton ribbon handles will give you a greater resilience during transport, it’s also easier to fold and slipped into your suitcase or travel bag. And besides, the raw cotton and flat-pack boxes are part of the House’s focus on sustainability.
If you received the new packaging, let us know how you feel about it. Put your thoughts in the comment section below.
Nicholas Ghesquiere is no Marc Jacobs. In my opinion he does not have even half the vision of his predecessor. It was a sad day when LV let go of Mr. Jacobs.
Recentlly I have noticed that many of the handbags released by Louis Vuitton duplicate the aesthetic that Chanel has held for decades (the “Go-14” as one of many examples: straps made from chains, quilted leather exterior). In my humble opinion, the Louis Vuitton I once owned and loved has lost its identity. In turn, Louis Vuitton has been releasing excessively higher price-point handbags, imitating Chanel in both silhouette and now, per this article: packaging (the last image is an exact duplicate of the magnetic box Chanel uses when selling their timeless classics/iconic handbags). Although I do find the new packaging colors appealing, especially the cobalt blue, I also find myself completely turned-off and disappointed by a brand I once loved dearly as I observe Louis Vuitton trying “too hard” to become a brand they will never be: Chanel.