For the first time in Milan, the world of luxury and beauty packaging will meet in an exclusive event and James Cropper’s Wainwright Colours from Nature has been selected to feature as part of the event’s Avant-Garde project - a special reserved area that showcases the most innovative industry creations.

Packaging Premiere will launch on 24th May for three days, offering the industry a unique space to share ideas and inspirations, while discovering new game-changing packaging technologies and materials. As part of the event, the most innovative luxury packaging products go in front of an expert jury, who select the very best to be displayed in the Avant-Garde.

Made with 100% recycled fibre and dyed with natural ingredients, James Cropper launched its Wainwright Colours from Nature earlier this year with the shades, Limestone and Herdwick Brown, created from inedible rosemary extract, which was destined for waste.

Rebecca Farish

Product Manager, James Cropper

“ "Paper is the most recycled product in the world and our belief in creating paper with circular design in mind means we will always strive for ways to improve paper recycling. It has been part of our goals for decades and will continue to be for many more to come. We’re currently in the process of developing another exciting fibre development which is set to launch later this month – watch this space!" ”

Rebecca Farish

Product Manager, James Cropper

The Avant-Grade selection must meet a specific criteria, which includes demonstration of innovative features, products that break the mould and go beyond established trends in the sector, distinctive features, energy-saving design, environmental compatibility and impressive sustainability credentials.

The Wainwright Colours from Nature range was selected after impressing judges with its biodegradability capabilities, use of inedible rosemary waste, aesthetic qualities and the bleed-free paper’s resistance to rubbing and light.

Rebecca Farish

Product Manager, James Cropper

“ Our Wainwright Colours from Nature is a fantastic demonstration of both our in-house colour capability and our FibreBlend upcycling technology. We started investment in our unique recycling infrastructure back in 2013 with our CupCycling facility – the world’s first recycling process dedicated to upcycling take-away coffee cups. We have continued to advance the circular value chain and being selected to feature in the Avant-Grade project for our latest coloured paper range is huge testament to the commitment of our business. ”

Rebecca Farish

Product Manager, James Cropper