Louis Vuitton to launch first perfume in 70 years

Louis Vuitton to launch first perfume in 70 years

The luxury design house plots a return to fine fragrance. Watch for the ‘journey of emotions’.

Louis Vuitton will release a seven-scent perfume collection in 2016. You know this too, if you’ve been glued to the brand’s Instagram account as of late. The concept: It’s all about “tracing a journey of emotions”, and it’s set to be available as of September at www.louisvuitton.com.

Four years in the making, the perfumes found a home when in 2013, Vuitton bought Les Fontaines Parfumees, an estate in Grasse. The property, which features sprawling lawns and lush flora, is close to Dior’s perfume chateau (both brands are owned by LVMH), so it’s safe to assume we can expect top notch ingredients and a plethora of perfume inspiration in this new fragrance offering.


Jacques Cavallier Belletrud is the nose behind the scents

“I went on an emotional journey, and then filled bottles with those emotions,” says Cavallier Belletrud, master perfumer to LV.

The nose has worked for the Louis Vuitton brand since 2012 and was born in Grasse. He has been enamoured with perfume his whole life and began working in fragrance factories at the age of ten. He is responsible for scents such as Yves Saint Laurent M7 (in collaboration with Alberto Morillas), Issey Miyake L’eau d’Issey (in collaboration with Chantal Roos) and Tom Ford Tuscan Leather (in collaboration with Harry Fremont).


Léa Seydoux is the face of the Louis Vuitton fragrances

French actress Léa Seydoux is no stranger to perfume campaigns—she’s fronted the Prada Candy line for many years, and according to the LV website, she will be the face of Les Parfums Louis Vuitton.


For more, check out the NYTimes article about the Louis Vuitton’s move to fine fragrance.

PHOTOS: Youtube, LouisVuitton.com (Léa Seydoux)
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Alexandra Donaldson is the editorial assistant at The Whale & The Rose and a freelance writer and content creator. Although she recently took up yoga in an effort to be a healthy adult, she still binge-watches cartoons on a regular basis and dreams of running away to a cottage in the woods. She has yet to nail down her favourite perfume, but knows that it smells green, earthy and maybe a little bit spicy, but definitely not sweet.