MEA by Dafne Sechi for Avant-Garde 2026
MEA is a refillable packaging system made of cork, a natural and regenerative material that does not require tree cutting and stimulates the plant’s life cycle.
Sustainable Shine – CCL Label srl project for Avant-Garde 2026
Sustainable Shine by CCL Label is a premium label solution that combines an elegant and distinctive look with reduced environmental impact, showing that luxury and sustainability can coexist.
Packaging for luxury goods: sustainability as a new value
Luxury packaging for luxury goods, a marker of brand identity and perceived value, is undergoing a transformation that is reshaping the entire industrial landscape
Packaging and the new rules of the game
Guided by new regulatory frameworks and an evolving design vision, packaging in 2026 emerges as a sustainable, inclusive and connected system.
Chopard presents “Racing”: the eyewear collection celebrating the brand’s connection with the Mille Miglia.
The Chopard Racing collection celebrates the historic relationship between the Maison and the legendary Mille Miglia vintage car rally, of which the brand has been the official sponsor since 1988.
Dior calls on Madina Visconti for bejeweled limited-edition J’adore fragrance packaging
For an exceptional edition of Dior’s J’adore Intense, the Italian high jewelry designer has created a floral cap where a trail of flowers cascades onto the flacon.
Chanel reveals new packaging design for N°5 Eau de Toilette
Chanel has revealed a new bottle for its N°5 Eau de Toilette women’s fragrance.
With Memorie, Zegna opens up to perfume for good
The Memorie collection by Zegna is inspired by the legacy of Ermenegildo Zegna and the places close to his heart.
Birkenstock x Etro, the ugly boho sandals most desired by fashionistas at Milan Fashion Week 2026.
The new Birkenstock collaboration was unveiled during the Etro Fall/Winter 2026–2027 show.
Levitology: when packaging defies gravity
Packaging Première Milan welcomes Levitology as a partner for the 2026 edition—an innovative company that transforms the display of products, logos and artworks through the meeting of advanced technology and creative vision. Its presence strengthens the dialogue between design, communication and science.
Packaging Première 2026 presents Folded Realities: the Art Gallery redefines the dialogue between art and design
Packaging Première Milan confirms its role as a cultural platform, with the Art Gallery as the central expression of the 2026 edition.
Inclusive packaging, new normal.
It’s about designing for everyone, not just creating “special versions”
Closer Look at the Comme des Garçons HOMME x New Balance U1890A Collaboration
The collaboration features two colorways, the “Black/Charcoal” and the “Beige/Orange.”
Where packaging innovation comes to life: Packaging Première Milan 2026 unveils new spaces and experiences
Packaging Première returns on 19-21 May 2026 with an even broader vision, reinforcing its role as a key hub for the international high-end packaging community. More than an exhibition, the event continues to evolve as a platform where creativity, innovation, and materials come together—brought to life through new spaces, experiences, and industry leaders shaping the future of packaging.
Tiffany & Co’s new watches draw on its rich jewellery history
In new watch collections unveiled at LVMH Watch Week, Tiffany & Co gives heritage a modern spin
Tommy Hilfiger Partners With Cadillac Formula 1 Team for Exclusive Fanwear Collection
The collection marks Cadillac Formula 1 Team’s arrival on the grid with Tommy Hilfiger as official apparel partner, ahead of the 2026 season.
Inside Messika’s Moderniste Collection: Where Gold Becomes Architectural Art
Maison Messika ushers in a bold new chapter.
Apple has just released a new AirTag without telling anyone. Here’s what you need to know.
A new and more effective way to avoid losing your things.
Registration is now open for Packaging Première 2026
Packaging Première confirms its central role in the high-end packaging scene, presenting an edition full of contents, innovations and new insights for the entire supply chain.
Unthinkable paperboards for packaging dreamers: Infinity RePROJECT® – Bartoli’s project for Avant-Garde 2025
Infinity RePROJECT® is a patented paperboard available from 600 to 5000 gsm, whose physical-mechanical performance derives from a special process that enhances recycled natural fibres
The Classic Fusion All Black Camo Marks Hublot and Yohji Yamamoto’s Fourth Watch Collab
Dynamic tonal relief plays with light, texture and volume across the dial.
LEGO presents its most important innovation of the past 50 years: “SMART Play” is born.
Announced today at CES 2026, LEGO’s brand-new “SMART Bricks” will debut in March with three new LEGO Star Wars sets.
Satinine’s rebirth: a Milanese fragrance legend returns to claim its future
A conversation with Andrea Galletti on reviving Satinine: from chromatographic decoding of 1930s formulas to rebuilding Art déco design codes and a fully Italian supply chain for true in-house perfumery
Hennessy ushers in the Year of the Horse with a new limited edition collection
Limited editions of Hennessy V.S.O.P, James Hennessy, Hennessy X.O, and Hennessy Paradis feature bold designs that celebrate the spirit of the horse..
Call for Artists! – Art Gallery 2026 by Packaging Première Milan
We invite designers, digital artists, graphic designers, and illustrators to submit their applications for the Art Gallery of Packaging Première Milan, the event’s space dedicated to artistic experimentation.
Birkenstock Taps CNCPTS for a Cozy Boston “Felt” Collection
Birkenstock and CNCPTS reunite for a Boston “Felt” Collection, introducing the “veritable classic” model in two new cozy iterations
The Monsters 10th Anniversary Tour Lands in Hong Kong Celebrating the World of Labubus
Celebrating a decade of whimsy with the ‘MONSTERS BY MONSTERS: NOW AND THEN’ exhibit in Hong Kong.
Hennessy x LeBron James
First page written, a whole book still to fill, making every chapter count. Two kings, Made for More.
The sound of paper: how Paper Tracks comes to life
Packaging Première Milan 2026 presents its signature designer gift: not just an object, but an experience and a statement of intents
Introducing iPhone Pocket: a beautiful way to wear and carry iPhone
Born out of a collaboration between ISSEY MIYAKE and Apple, iPhone Pocket features a singular 3D-knitted construction designed to fit any iPhone
Introducing the RIMOWA × ROBBE & BERKING collaboration
RIMOWA has long created innovative and functional companions for discerning travellers. Now, for the first time, this expertise has been reimagined in the form of a sophisticated portable bar.
Havana Club teams up with Martine Rose
Pernod Ricard-owned rum brand Havana Club has partnered with British menswear designer Martine Rose to create a limited edition bottle of Añejo 7 Años.
Augustinus Bader Launched A Skincare Line With Dua Lipa
DUA Skincare, backed by Dr. Bader’s famous AB Science, launched with three daily essentials: a cream cleanser, a complex serum, and an all-in-one daily moisturizer.
Piaget pays its biggest tribute yet to the Andy Warhol Foundation
The Andy Warhol Watch “Collage” Limited Edition transforms the Pop Art icon’s creative vision with stunning gemstone marquetry.
Paper Tracks: How far can paper take us?
In a world where speed too often replaces the time of process, Packaging Première Milan celebrates care, patience, and thoughtful design, in the belief that the most meaningful creative paths are the ones we travel together.
(Beautiful) ideas move markets
In the world of packaging, paper is more than just a material – it’s the first tool for telling stories. Every industry can and should be a storytelling laboratory, where experimentation with materials and (paper) processing, tactility, meticulous details, or even minimalism become tools for creating emotion: beauty turns into innovation.
The decadent taste of luxury
How can the story of a fragrance be told through its packaging? Artist and entrepreneur Filippo Sorcinelli explored this question during his talk “From creative idea to production: the challenge of turning an artistic concept into reality”, held at Packaging Première & PCD Milan 2025.
Avant-Garde Award: what does innovation really mean?
What happened over the past year? What did we learn? And what do we choose to carry with us?
The answer is data.
Lancôme launches €3,000 lipstick with Les Exceptionnels
Lancôme is spotlighting its brand heritage and French savoir-faire as it turns 90, inviting three craft maisons to reinvent the beauty brand’s iconic products. The Les Exceptionnels collection includes a €3,000 lipstick gilded in 23.5-carat-gold by Ateliers Gohard.
A limited edition with Special Cuvée 007 celebrating over 45 years as the Official Champagne of James Bond.
Champagne Bollinger proudly unveils the Special Cuvée 007 Limited Edition, a tribute to one of cinema’s most enduring partnerships. This exclusive release unites Champagne Bollinger’s signature Special Cuvée with the bold, unmistakable 007 style, marking over 45 years as the Official Champagne of James Bond.
Zegna’s exclusive new perfume is legacy in a bottle
Il Conte, of which only 300 (refillable) bottles exist, evokes the early 20th-century office of company founder Ermenegildo Zegna, still preserved in an Alpine mansion.
Tiffany & Co. becomes the first luxury jewelry Maison to collaborate with Netflix.
The American House announces its partnership with the streaming platform — a first of its kind.
TAG Heuer introduces its newest smartwatch, the Connected Calibre E5, along with a partnership edition with running brand New Balance
TAG Heuer’s Connected Calibre just got a smart new OS, new faces and a new collaboration.
Facing Artificial Intelligence
What happened over the past year? What did we learn? And what do we choose to carry with us?
The answer is data.
Magic is on its way with Selfridges and Disney
As the 100-day countdown to Christmas begins, Selfridges and Disney announce an unprecedented festive collaboration to excite and enchant visitors from around the world.
Aston Martin pitches itself to a younger demographic with the new egg stroller
For parents happy to shell out on top tier components and a layer of high-profile branding, the Aston Martin egg3 is the stroller to be seen with
Rolex and Wallpaper* present the first authorised history of the Datejust watch
The first officially authorised history of Rolex’s Oyster Perpetual Datejust watch has been charted in a new book titledOyster Perpetual Datejust – A Watch that Made History
Alessi Teams Up With Lighting Master Michael Anastassiades for His First Home Fragrance Line
Il designer, nato a Cipro e con base a Londra, ha collaborato con la rinomata profumeria Robertet di Grasse per sviluppare sei fragranze petrologiche.
A new packaging design for Hermès Beauty’s autumn 2025 lipsticks
Luxury maison Hermès’ limited-edition autumn-winter beauty collection comprises three new lipsticks and an eyeshadow palette. The lipstick packaging features a new design, dreamed up by Pierre Hardy.
Selena Gomez introduces Rare Eau de Parfum as Rare Beauty’s first fine fragrance
The Rare Beauty founder launches Rare Eau de Parfum, the brand’s first fine fragrance, available at RareBeauty.com and select global retailers. The debut marks a new chapter for Rare Beauty, building on the success of its body-care line and expanding its universe into scent.