The last time Louis Vuitton had a fragrance, it was the Jazz Age. That’s why storied French brand is giving so much fanfare to the launch of its new flight of fragrances, Les Parfums Louis Vuitton. The brand, which is known for handbags and luggage as well as Nicholas Ghesquière’s ready-to-wear and seasonal accessories, is returning to the world of fragrance with a pop-up shop that’s been hosted at some of the world’s biggest shopping centers. And for its U.S. debut, Vuitton chose South Coast Plaza. The shop marks the fragrance collection’s very first American stop.
The pop-up installation comes to Southern California after stops at Printemps Haussmann, and Le Bon Marche Rive Gauche in Paris, Harrods in London, Shinsegae Gangnam in Seoul, and the Dubai Mall. Why all the pomp and circumstance? Vuitton’s been out of the fragrance game for so long, it makes sense to showcase this new collection with these special shops.
“Louis Vuitton presents its collection of seven fragrances in ephemeral spaces,” reads a release from the brand. “Inviting guests to discover this new universe describing a journey of the emotions.”
Master Perfumer Jacques Cavallier is the nose behind the new fragrance, which draw inspiration from Vuitton’s heritage and ethos. Think of it as a full fragrance wardrobe, something you can reach for depending on your mood, occasion, or even your outfit. Each one is a masterpiece designed for men and women alike.
“One can always consider that smells are genderless and everything is unisex,” Cavallier Belletrud, explained to Vogue. “That said, I had a wonderful time imagining each of these creations on a woman’s skin.”
Matière Noir is a dark, deep scent that revolves around Laotian agarwood while Apogée is an exploration of lily of the valley. Mille Feux mixes Vuitton’s leather heritage with raspberry. Dans La Peau blends that same leather note with musc and jasmine. Rose des Vents is sexy rose scent and Contre Moi is a vanilla eau laced with tropical notes. The crown jewel? We’d pick Turbulence, a white floral that’s huge and in-your-face, but still something you can wear every day. It’s inspired by Belletrud’s own garden in Grasse, France. You can sample them all at pop-up, which is open through July 1.
Each fragrance in the Les Parfums Louis Vuitton collection is available in 100-ml and 200-ml sizes, which retail for $240 and $350, respectively.