Louis Vuitton Just Announced A Major Brand Change…

The house is switching up an iconic part of its brand

Those well-accustomed with the brown paper bags in which a new Louis Vuitton purchase has been housed in, well, forever (OK since 2003, but 13 years is a long time), will need to prepare themselves for their next purchase, because it won’t look the same from next week.

The brand has announced that it is changing its signature rich, chocolate brown bags to a yellow hue they call Imperial Saffron. The new bags will feature the brand’s logo in block, black text, and have cobalt blue handles and ribbons.

“We don’t want the packaging to be fashionable,” Michael Burke, the CEO of Louis Vuitton told WWD. “It’s supposed to have quite a long life cycle. In most cases, brand colours play off of black and white. We wanted to be different.”

The saffron colour is not new to the brand, as its been featured on several iconic items throughout the years including the Citroen trunk in 1924 and on the Petit Malle handbags in more recent seasons. 

The new packaging is said to be landing in stores from this weekend, so what better time to embrace change, and quite literally bag a new purchase.