Fashion house Valentino has launched new brand identity packaging in what it calls a “necessary step” in the brand’s path to sustainability. The sustainability focused rebrand includes white shopping bags featuring a high contrast red embossed logo and red lining produced with 55% recycled paper. 40% originates from post-consumer waste, while 15% comes from the recycling of refused production material. This philosophy is also being adopted for the boxes customized with the VLogo Signature, made in cardboard and tissue paper from sustainably managed forests.
For the boutique stationary and greeting cards, the fashion house states it will have a more experimental approach with pieces made up of 75% bamboo and 25% cotton linters. The hang tags will also have the same composition in the front, whilst the back with be 55% recycled paper. When it comes to garment covers and dust bags, Valentino will ensure that each is made with 100% recycled cotton. The sustainable approach will also cover gift boxes containing accessories, which will be made of 100% recycled cardboard and 55% recycled paper, as well as the waterproof shopping bag covers that will be produced in 100% recycled transparent material.
Additionally, the white ribbon with the ton-sur-ton logo will be 100% recycled. Recycling symbols will also be displayed on the bottom of the boxes to highlight the brand’s sustainable journey. Both womenswear and menswear will fall under the umbrella of new brand identity, while ready-to-wear will be distinguished from accessories through the use of a bigger logo: Valentino for the former and Valentino Garavani for the latter.
