French fashion house Louis Vuitton has announced it will launch its first fragrance in decades next September. The launch was initially scheduled in 2013 but was postponed to 2016.
The luxury brand has already built its own creative workshop in the French Riviera town of Grasse, a city that is reconquering its status as perfume’s capital city gradually as major French perfume houses seek to reconnect with tradition and history. The brand has entrusted the creation of the new fragrances to Jacques Cavallier Belletrud, a third-generation Grasse-born perfumer, who previously worked for Issey Miyake, Jean Paul or Giorgio Armani.
It’s not Louis Vuitton’s first ever foray into the perfumery business. The brand launched its debut scent Heures d’Absences in 1927, and the Je, Tu, Il trio in 1928. However, Reminiscence and Eau de voyage, both launched in 1946, were Vuitton’s last fragrances to date.
Jacques Cavallier Belletrud, the brand’s first in-house perfumer, spent months travelling the world in search of inspiration. Leather, the brand’s signature material, will obviously be part of the collection olfactory palette, besides fine perfumery materials such as Suss Osmanthus, Magnolia or Jasminum sambac.