See Louis Vuitton's New Yellow Packaging and Bags

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(Image credit: Getty)

By Chelsea Peng published 19 July 16

With all the upheaval in Hollywood, fashion, 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.

Brown, Bag, Tan, Shoulder bag, Beige, Scissors, Leather, Strap, Musical instrument accessory, Eye glass accessory,

"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. "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

I'm Chelsea Peng, the assistant editor at MarieClaire.com. On my tombstone, I would like a GIF of me that's better than the one that already exists on the Internet and a free fro-yo machine. Besides frozen dairy products, I'm into pirates, carbs, Balzac, and snacking so hard I have to go lie down.