Louis Vuitton is set to launch its first collection of perfumes in almost 90 years.
The French fashion house released its first ever fragrance, Heures d’Absence, in 1927, followed by Je, Tu, Il (translated to I, You, He). Now it’s returning to its scented roots with La Parfums, a range of seven women’s scents, set to launch on 1 September (16) in a select number of its 200 stores.
It’s really exciting to create a new area of craftsmanship at Louis Vuitton: This launch is a natural progression, given the very long hiatus that followed the launch of our first fragrances in the Twenties,” Michael Burke, chairman and chief executive officer of the label, told WWD.
We wanted to accompany (our clients) in a new, more intimate realm, just as we have done in leather working from the very beginning.
The LVMH Moet Hennessy Louis Vuitton-owned brand had help from in-house master perfumer Jacques Cavallier-Belletrud, whose aim was to celebrate women and “femininity in the world”. He wanted the products to have a luxury feel to them too, therefore he ensured the top note of the perfumes wasn’t overpowering.
Flowers are the main focus of the perfumes, with one called Rose des Vents mixing a trio of different roses.
“I have a passion for (them),” Jacques added. “For this I used an exceptional rose at the heart of the fragrance – the rose de Mai from Grasse, (France).”
Industry sources predict the fragrances will generate 60 million euros ($67.2 million or £52.2 million) in retail during the first year on sale. Other fragrances in the line include the jasmine-infused Dans La Peau (translated as Under My Skin) and the floral filled Apogee.
The simple, streamlined bottles were designed by Marc Newson, with each perfume name appearing in black letters while Louis Vuitton is engraved. They come in either 100 or 200ml, or a travel box with four miniatures. French actress Lea Seydoux will be fronting the campaign for the scents.