Louis Vuitton Replaces Signature Brown Packaging, Launches First Fragrance

Louis Vuitton Replaces Signature Brown Packaging, Launches First Fragrance
Louis Vuitton Louis Vuitton/Instagram

For Louis Vuitton fans, the French fashion house has two new developments coming up.


Firstly, LV will bid adieu to its iconic brown shopping bags, and secondly it is all set to introduce an innovation that it first originally attempted in 1940s. With a new innovation that is way ahead of its time, now you can smell like your luxury LV handbags, too.

Louis Vuitton is moving away from its signature “chocolate brown” packaging to a more sophisticated ‘Velveeta.’ Known as ‘Safran Impérial’, the shopping bags are in cheddar hue and have been already rolled out. This is the first time since 2013 that LV is changing it iconic shopping bag packaging.

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The shopping bags also come complete with blue satin ribbons, bag handles and a lot sturdier than the previous bags. The “Imperial Saffron” color is not new for the brand, as it dates back to 1924, when Citroën, a carmaker had commissioned a special trunk in the color. It is the shade that LV uses for its trimming.

“We don’t want the packaging to be fashionable. It’s supposed to have quite a long life cycle,” said Michael Burke, CEO of LV. He added that mostly white and black are thee standard colors that are used for packaging, but they wanted to be different, WWD reports.

Meanwhile, in another major development, Louis Vuitton is adding one more fragrance to its list of perfumes. So, if you want to smell exactly like one of your luxe handbags, then LV will be the best option to choose.

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The fashion house will launch its new leather infused fragrance in August and it will be available in its 473 stores worldwide from September, Bloomberg reports.

The man behind LV’s exclusive leather fragrance is none other than perfumer Cavallier-Belletrud, who was hired in 2012, and the entire process of making this perfume took four years at their perfumery in Grasse. According to Fragrantica, the upcoming “perfume notes include refined natural leather.

It also has aromas of flowers like May rose, Chinese osmanthus, magnolia and Arabian jasmine Sambac. The much-awaited perfume with be Louis Vuitton’s first fragrance after the 1980s.

Check the new packaging of LV here:

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