Louis Vuitton is a luxury fashion brand that has been around for over a century. One of the key elements that sets the brand apart is their packaging, specifically their iconic brown boxes.
However, at some point, Louis Vuitton made a switch to orange boxes. The question on everyone’s mind is: when did this happen? Let’s explore the history of Louis Vuitton’s packaging and try to answer this question.
The Beginnings of Louis Vuitton
Louis Vuitton was founded in 1854 by a French craftsman named Louis Vuitton. The company began as a trunk-making business, catering to wealthy travelers who needed durable and stylish luggage. Over time, Louis Vuitton expanded its product range to include handbags, wallets, and other leather goods.
The Iconic Brown Boxes
One of the most recognizable elements of Louis Vuitton’s brand identity is their brown boxes. These boxes are made from high-quality cardboard and are adorned with the iconic LV monogram in gold lettering.
The brown boxes have been a part of Louis Vuitton’s branding since the early days of the company. They were originally used to transport trunks and luggage from one location to another. Over time, customers began requesting these boxes as packaging for their purchases.
The Switch to Orange Boxes
So when did Louis Vuitton make the switch from brown boxes to orange boxes? The answer is not entirely clear.
Some sources claim that the switch occurred in 2003. This was around the time that Marc Jacobs took over as creative director for the brand. It is said that Jacobs wanted to refresh the brand’s image and felt that orange was a more modern and eye-catching color than brown.
Other sources suggest that the switch happened earlier than 2003. There are reports of customers receiving orange boxes as early as the 1990s. However, these reports are anecdotal and cannot be verified.
What the Experts Say
Louis Vuitton has not officially confirmed when they made the switch to orange boxes. However, some experts believe that it happened in the late 1990s or early 2000s.
According to Michael Tonello, author of “Bringing Home the Birkin: My Life in Hot Pursuit of the World’s Most Coveted Handbag”, he began seeing orange Louis Vuitton boxes around 2000. Tonello was a former luxury goods reseller and had extensive experience with Louis Vuitton products.
Another expert, Simon Doonan, Creative Ambassador at Large for Barneys New York, believes that the switch happened around 2002 or 2003. Doonan has been in the fashion industry for over 30 years and has worked with many luxury brands.
The Bottom Line
The exact date of Louis Vuitton’s switch to orange boxes is still up for debate. While some sources suggest that it happened as early as the 1990s, others believe that it was a more recent change that occurred around 2003.
Regardless of when it happened, there’s no denying that Louis Vuitton’s packaging is an integral part of their brand identity. The brown boxes are still used today for some products, while others come in the iconic orange boxes.
Whether you prefer brown or orange, there’s no denying that Louis Vuitton’s packaging is an essential element of their luxury brand image.