A new look for Louis Vuitton packaging

Louis Vuitton’s new packaging launching in September. Courtesy: Louis Vuitton

Louis Vuitton has reached another milestone in its history, this time giving its packaging a new look.

To some this may not seem like news. Yet to aficionados, this is the fashion equivalent of reinventing the wheel. The luxurious packaging that comes with a high end purchase is, after all, half the experience.

Since 2003, Vuitton customers have taken their precious items home, wrapped in rich chocolatey brown coloured bags and boxes. All of that has changed, however, with the introduction of a brand new ochre colour, teamed with a blue ribbon.

The lighter tone, called Imperial saffron, although new for boxes, is actually an old shade for the house. Close to the natural colour of leather, Imperial saffron was first seen in the Citroen trunk, commissioned in 1924 to launch the car of the same name. The colour has since been used sporadically, mainly seen dotted on the brand's luggage. More recently, the colour appeared last year on the Volez, Voguez, Voyagez exhibition poster.

The new style of packaging, set to launch in September, is scheduled to arrive in the UAE later this year. This will be the last opportunity for serious collectors to gather the old style boxes, while they eagerly await the first glimpse of the new.