Louis Vuitton Unveils New Safran Imperial Packaging

Posted on September 3, 2016

Louis Vuitton has unveiled new packaging and shopping bags in time for the 2016 holiday shopping season. The new bags replace the iconic brown chocolate color of Louis Vuitton packaging with a bright saffron color dubbed "Safran Imperial."

The color first appeared in earlier Louis Vuitton items such as the Citroen trunk pictured below. This trunk was made by Louis Vuitton for an African expedition in 1924.

The new packaging also includes a striking blue used in ribbons and handles. The lighter tone on the sides and interiors of the new packaging echoes the natural cowhide leather used by Louis Vuitton since 1860. The fashion brand is using raw cotton and a flat-pack collapsible design in the new packaging as part of its commitment to sustainability.

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