Out with The Brown and In with The New – Louis Vuitton introduces Bright New Saffron Packaging

For the first time since 2003, popular luxury brand Louis Vuitton is changing its iconic packaging from it’s usual chocolate brown colour to a shade of yellow the brand calls, “Imperial Saffron.”

The new shade isn’t actually so new for the fashion house, Imperial Saffron has been incorporated into Vuitton pieces dating back to as early as 1924. The new saffron packaging will feature bright cobalt blue handles and ribbons, a color combo quite opposite of the brand’s well-known signature shade of dark brown.

“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,” Michael Burke, CEO of Vuitton told WWD.

Louis Vuitton’s brand new packaging look will begin making its official debut in-stores as early as next week.

What do you think, do you prefer the old or the new?

Source: Harper’s Bazaar,