From 1984 to 2008, Guerlain transitioned from the stark modernism of its black-and-white boxes to a warmer, more opulent aesthetic known among collectors as the “Gold Zigzag” packaging. This evolution marked a return to luxury and color, blending Guerlain’s traditional refinement with a contemporary sense of glamour. The once monochrome zigzag motif was retained but reinterpreted in gold or black, depending on the background color of the box, creating an elegant contrast and a shimmering visual rhythm.
The new design celebrated Guerlain’s heritage of craftsmanship while aligning the brand with the luxurious aesthetic trends of the 1980s and 1990s, when gold accents symbolized sophistication and indulgence. The zigzag motif, still present but now softened and gilded, served as a bridge between Guerlain’s mid-century modern roots and its reimagined identity for a new generation of consumers. The addition of color also helped distinguish each fragrance family at a glance, allowing both loyal patrons and new admirers to connect visually with their chosen scent.
By 2007, Guerlain began to phase out the zigzag motif in favor of a more minimalist, monochromatic gold presentation, reflecting the broader industry shift toward understated luxury. The muted gold boxes that followed embodied quiet elegance, marking the end of the dynamic “Gold Zigzag” era—a period remembered for its radiant palette, tactile richness, and the way it captured the golden age of late twentieth-century perfumery design.
used from 1983 until 2008.
