Makeover Alert: Louis Vuitton Is Changing Their Iconic Brown Packaging

::clutches Speedy::

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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.


"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."


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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