Luxury brands are reinventing their approach to packaging as sustainability becomes a key differentiator in the high-end sector, according to a joint report released by Bain & Company and Fedrigoni Group.
The report, Luxury Packaging: Resolving the Tension Between Creativity and Impact, forecasts that more than 30 per cent of all luxury packaging sales will adopt sustainable solutions within the next three years. Based on a survey of over 500 industry executives across Europe, the Middle East and Africa, the report was launched at the “Explore – Fedrigoni Creative Summit” held in Paris last month.
“Packaging is evolving from a static container into a dynamic brand touchpoint,” said Claudia D’Arpizio, senior partner and global head of the Fashion and Luxury practice at Bain & Company. “It’s no longer about choosing between beauty and responsibility. Today, you can — and must — deliver both.”
Traditionally defined by aesthetics and exclusivity, luxury packaging is now being reimagined to reflect environmental values. Brands are increasingly leveraging biodegradable materials, advanced papers, and even mycelium-based components, while slimming down designs to reduce emissions and logistical costs.
‘Packaging has become a cultural symbol’
“Luxury today is as much about transparency and impact as it is about design,” said Marco Nespolo, CEO of Fedrigoni Group. “Packaging has become a cultural symbol — beauty that reflects values and innovation that embraces sustainability.”
The group is a global manufacturer of specialty papers, self-adhesive materials, and RFID (radio-frequency identification tags.
“As manufacturers of premium papers, and self-adhesive and RFID materials, our role is to enable this transformation by delivering high-performance, creative and sustainable solutions. Being a true partner means co-developing with our clients an ecosystem where every material choice becomes a strategic, sustainable and narrative touchpoint,” Nespolo said.
The report highlights growing interest in the “four Rs” (reduce, reuse, recycle, recover), with luxury-specific adaptations. QR codes, smart labels and augmented reality are enabling new digital storytelling tools, while the upcoming digital product passport (DPP) aims to provide full traceability across a product’s lifecycle.
Reducing packaging weight and volume emerged as the top priority for sustainable supply chains, cited by 43 per cent of survey respondents. Reusable packaging followed at 25 per cent, with lightweight protective materials at 17 per cent.
Smart technology integration for tracking and condition monitoring was ranked lowest, at just 5 per cent.
Regulatory frameworks such as the EU’s Corporate Sustainability Reporting Directive and the Packaging and Packaging Waste Regulation are accelerating these shifts. However, consumer demand is the primary driver, the report notes, with forward-looking brands already capitalising on the transformation.
“Sustainable packaging is no longer a constraint — it’s a competitive edge,” said D’Arpizio. “Those who invest early in material innovation and supply chain redesign will lead the next chapter of luxury.”
The report concludes that luxury packaging is becoming lighter, smarter and more symbolic of the industry’s broader push toward sustainability, ethics and deeper consumer engagement.
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