Maison Valentino is proud to introduce its new generation packaging, a necessary step into the brand’s path to sustainability. Inside an all-around journey focused on every aspect of creativity and productivity: a reconsideration of the packaging is itself the storytelling of an identity strengthened by unmistakable heritage, embodied by objects which embrace a new conscious mindset without compromising their artisanal soul.
The white shopping bags with the high contrast red embossed logo and red lining will be, in fact, produced with 55% recycled paper. Specifically, 40% originates from post-consumer waste, while 15% comes from the recycling of refused production material.
This philosophy will be also adopted for the boxes, made in carboard, and tissue paper – customised with the VLogo Signature – whose raw material comes from sustainably managed forests. A more experimental approach is taken with boutique stationery and greeting cards, made up of 75% bamboo and 25% cotton linters. The hang tags will have the same composition in the front, whilst the back will be 55% recycled paper.
As far as the employment of fabrics is concerned, the material of choice will be 100% recycled cotton: garment covers and dust bags will be made up of such texture, and the firsts will display bigger embroidered and embossed logos, replicated on the hardware. Small imperfections will be part of the nature of the recycled concept and will stand for the Maison’s attention to authenticity.
The sustainability-focused rebrand will also cover gift boxes containing accessories, made of 100% recycled cardboard and 55% recycled paper, as well as the waterproof shopping bag covers, produced in 100% recycled transparent material. Additionally, the white ribbon with the ton-sur-ton logo, available in 3 different sizes for wrapping bags and gifts, will be 100% recycled. Recycling symbols will be displayed on the bottom of the boxes.
Both womenswear and menswear will fall under the umbrella of the state-of-the-art brand identity, while ready-to-wear will be distinguished from accessories through the use of a bigger logo: Valentino for the former, Valentino Garavani for the latter.
The new packaging, which finds its chromatic balance in the interplay of white with the Maison’s trademark Valentino red – with a brand new vibrant and intense nuance – will be available in boutiques and on e-commerce platform from November 2021. The surplus of the pre-existing packaging will be distributed across markets and recovered for internal company initiatives, allowing for a smooth and efficient transition.