French fashion house Louis Vuitton is expanding into new territory this autumn, with the launch of a perfume.
Despite being shrouded in secrecy – with name, bottle design and scent all still firmly under wraps – this is a project four years in the making, since the 2012 appointment of leading perfumer Jacques Cavallier-Belletrud.
The nose behind Stella by Stella McCartney, Lancome’s Peome and L’Eau d’Issey, Cavallier-Belletrud has also overseen the complete restoration of Les Fontaines Parfumées, Vuitton’s new perfumery in Grasse, a town regarded as the epicentre of the fragrance industry.
Already boasting an empire spanning ready-to-wear, accessories, jewellery and watches, perfume seems a natural extension for Vuitton, into an industry worth US$38 billion (Dh139bn) a year.
This is not Vuitton’s first scent, however. Heure d’Absence was launched in 1927, with Je Tu il in 1928, and Eau de Voyage in 1946, but all three fragrances have been lost to time, and only the bottles remain.
This new collection of fragrances is said to be based on pure florals, captured with a groundbreaking new CO2 extraction technique to better retain the flowery essence.
With notes to include magnolia, may rose and jasmine, the new perfume will only be available at Louis Vuitton boutiques.
Source: art & life