THE SCENT OF LOUIS VUITTON

The world’s most visible luxury brand launches its first perfume collection inspired by its travel heritage.

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Despite being the largest brand within the portfolio of luxury conglomerate LVMH, in a fashion industry typically built on a couture-to-lipstick model (in which beauty lines fund the creative ostentation of the runway presentations), Louis Vuitton has never had its own fragrance. And yet, of course, it makes perfect sense – far beyond most brands in its competitive market – given that travel, that cornerstone of inspiration upon which Vuitton is built, conjures up the most delectable and overpowering scents in our mind.

At last, however, the French house has unveiled its first collection of perfumes, each distilled in beautiful bottles designed by Marc Newson. Created in collaboration with master perfumer Jacques Cavalier Belletrud, who spent months travelling the five continents in search of unexpected ingredients so as to conjure up unique emotions for every customer, the seven creations are at once intoxicating and subtle, comprising such fascinating elements as Turkish rose, iris, Virginia cedar and tuberose.

Being a travel company, Louis Vuitton has built the perfumes for that very purpose, with various iterations including a set of refillable travel bottles in a protective cartridge, a monogrammed leather case (which nods to those made by the brand in the 1920s), and a presentation case with all seven creations, designed for the collector in us all.