See Louis Vuitton's New Yellow Packaging and Bags

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published 19 July 16

With all the upheaval in Hollywood (opens in new tab), fashion (opens in new tab), and generally, our mad, mad, mad world, it's safe to say that the winds are changing. In one storied maison's case, they're changing from "chocolate brown" to "Velveeta."

Technically called safran impérial—in reference to the yellow shade the house uses for its trimming and the color of a special trunk carmaker Citroën had commissioned in 1924—Louis Vuitton's new packaging will also feature cobalt blue ribbons and bag handles and a sturdier construction.

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"We don't want the packaging to be fashionable. It's supposed to have quite a long life cycle," said chairman and CEO Michael Burke in an interview withWWD (opens in new tab). "In most cases, brand colors play off of black and white. We wanted to be different."

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The new cheddar hue began rolling out over the weekend, so it probably won't be long before it becomes the latest Instagram humblebrag.

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Chelsea Peng

Chelsea Peng is a writer and editor who was formerly the assistant editor at MarieClaire.com. She's also worked for The Strategist and Refinery29, and is a graduate of Northwestern University. On her tombstone, she would like a GIF of herself that's better than the one that already exists on the Internet and a free fro-yo machine. Besides frozen dairy products, she's into pirates, carbs, Balzac, and snacking so hard she has to go lie down.