Luxury goods brand Louis Vuitton has closed the door on its chocolate brown shopping bags and welcomed a new style of product packaging in a colour it calls 'Imperial Saffron'.
The colour now features strongly on its shopping packaging, but has been incorporated into fashion pieces as far back as 1924.
A bright cobalt blue has been added to the handles and ribbons to give a pop of colour.
"We don't want the packaging to be fashionable,” Vuitton's CEO Michael Burke told WWD.
“It's supposed to have quite a long life cycle.
“In most cases, brand colours play off black and white.
“We wanted to be different."
This is the first time the fashion house's retail packaging has been refreshed in 13 years.
