Italian luxury fashion house, Valentino, has unveiled new brand identity packaging, which it describes as an "essential step" on the way to sustainability.

The environmentally conscious branding features white shopping bags with a high contrast red embossed logo and a crimson lining made from 55% recycled paper. Post-consumer waste accounts for 40% of the total, while recycling of rejected industrial materials accounts for 15%.

This idea is also applied to the VLogo Signature boxes, which are constructed of cardboard and tissue paper from sustainably managed forests.

The fashion business says it will take a "more experimental approach" with the boutique stationery and greeting cards, with items composed of 75% bamboo and 25% cotton linters. The front of the hang tags will be made of the same material, but the back will be made of 55% recycled paper.

Valentino will make sure that all clothing coverings and dust bags are produced from 100% recycled cotton, when it comes to garment covers and dust bags. Larger embroidered and embossed logos will be duplicated on the hardware on each piece.

The environmentally friendly approach will also apply to accessory-filled gift boxes made of 100% recycled cardboard and 55% recycled paper, as well as waterproof shopping bag coverings made of 100% recycled transparent material.

Furthermore, the white ribbon with the ton-sur-ton emblem, which will be available in three sizes for wrapping bags and gifts, will be 100% recyclable. To emphasize the brand's sustainable path, recycling symbols will be displayed on the bottom of the boxes.

The brand explained that small defects will be part of the recycled concept's character, and will stand for Maison's attention to authenticity," the firm stated in a statement.

The new brand identity will encompass both womenswear and menswear, with ready-to-wear being distinguished from accessories by the use of a larger logo: Valentino for the former and Valentino Garavani for the latter.

From November 2021, the new packaging will be accessible in boutiques and on the e-commerce site. To ensure a smooth and effective transition, Valentino noted that the surplus of the pre-existing packaging will be divided among markets and recovered for internal corporate projects.