Editor’s Note
Valentino’s shift to recycled packaging, unveiled under Pierpaolo Piccioli’s direction, marks a meaningful step in fashion’s sustainability journey—blending eco-conscious materials with the brand’s iconic red for a refreshed, responsible identity.
In recent years, major fashion brands have been adjusting their strategies to adopt more environmentally friendly production methods. Valentino, led by the poetic designer Pierpaolo Piccioli, has now unveiled a new packaging design, using recycled materials paired with the brand’s iconic red to present a refreshed image.
Valentino has created a new series of packaging items—including shopping bags, inner wrapping paper, gift boxes, hang tags, drawstring pouches, dust bags, and ribbons—using primarily cotton and paper materials. The white shopping bags are made from 55% recycled paper, containing post-consumer waste and leftover recycled materials from the production process. Upon closer inspection, the paper retains the unique natural texture of recycled paper, while the white exterior with a red interior echoes Valentino’s signature elegance.
Valentino’s new packaging: White shopping bag
Valentino’s new packaging: Paper texture details
Additionally, fabric packaging such as garment covers and dust bags are made from 100% recycled cotton. The former is adorned with Valentino and VLogo Signature embroidery, complemented by delicate metal hardware.
Valentino’s new packaging: Garment cover
Valentino’s new packaging: Embroidery details
The inner packaging for shopping bags and gift boxes, as well as boutique supplies, have not been overlooked. For instance, the inner wrapping paper featuring the VLogo Signature logo is sourced from sustainably managed forests. Stationery and greeting cards used in boutiques have also been refreshed, made from 75% bamboo fibers and 25% cotton linters. The elegant white ribbons, available in three sizes, are now 100% recyclable, carrying Valentino’s sustainability ethos as decorative accents.
Valentino’s new packaging: Inner wrapping paper
Valentino’s new packaging: White ribbon
Valentino’s new packaging: Brand tag
Valentino’s new packaging: Product tag
The Valentino Red, running through the entire series, creates a striking yet subtle contrast with the natural color and texture of recycled materials. This demonstrates Valentino’s commitment to staying true to its brand DNA while adopting methods that align with contemporary trends and environmental consciousness. The new packaging has been officially in use since November 2021, and any remaining old packaging materials will be fully recycled and distributed to various markets for internal employee use, ensuring a smooth transition.
To distinguish product categories, the men’s and women’s collections feature larger Valentino logos, while accessories are adorned with smaller Valentino Garavani lettering.
Source: Valentino
