So, basically, ditching the old stuff (I’m assuming it was all terribly un-green) and going for, like, a *new* new look. They’re calling it a “necessary step,” which sounds kinda dramatic, tbh. Like, were they, like, single-handedly destroying the planet with their old shopping bags? Probably not. Marketing, am I right?
Anyway, it’s all about this new white packaging with a bolder, warmer red, apparently. It’s like, a vibe shift? The Rome-based luxury house is introducing a new generation packaging, conceived to be in sync with the identity of the brand. Sounds fancy, right? And also, a *liiiitle* bit vague. What *is* the “identity” of the brand, anyway? Is it just “expensive”?
But the real kicker is the whole sustainable thing. They’re using recycled paper for the shopping bags – 55% of it, to be exact. And, like, 40% of *that* is post-consumer waste. So, think, like, old newspapers and stuff. Which, okay, that’s actually kinda impressive. 15% is post-consumer waste, while the 40% is post-consumer waste. Wait, somethings not right… Oh well.
I gotta say, the fact that they’re even *trying* to be sustainable is a plus. Like, I’m not gonna pretend I’m some eco-warrior, but it’s nice to see big brands at least *pretending* to care, ya know? Although, I’m lowkey curious how much of this is actually just for PR. Are they really gonna change their whole supply chain, or is it just the shopping bags that are getting a makeover? Time will tell.
The new packaging will be available in boutiques and on. I guess, eventually. Honestly, it’s probably gonna look pretty much the same from a distance. It’s a white bag, folks. With a logo. But hey, at least now you can feel a *tiny* bit less guilty about dropping a small fortune on a Valentino bag. Or not. Maybe just a little less guilty. I am not sure.
Also, this whole thing made me think about discreet packaging. Like, what if you’re buying something online that you DON’T want your neighbors to know about? (No judgement!) I mean, can you imagine a Valentino delivery showing up with a plain brown wrapper? That would be kinda hilarious. It’s so not their brand.