French fashion house Louis Vuitton finally launches its first perfume collection. Lead by house perfumer Jacques Cavallier Belletrud (he was also born in Grasse), Louis Vuitton has announced that its first fragrance line comes in September.
It’s not the house’s first fragrance, but it might as well be. After debuting a single scent in 1927 followed by a second in 1928 and a third in 1946, it wound up its olfactory offerings, preferring to concentrate on its core business of leather goods and ready-to-wear. Until now.
Shrouded in secrecy up until now, this new release, due in September, will be a collection of fragrances of which many will focus on pure floral notes, as well as a new note from Louis Vuitton leather. An innovative CO2-extraction method has been developed to preserve the essence of the flowers, which include Grasse rose and jasmine.
Les Fontaines Parfumées is the home of Louis Vuitton’s new perfumery Grasse in France. It is an estate which the brand acquired in 2013 and that has an actual perfume fountain from the 1920s, where visitors would (and soon will be able to again!) go to fill their bottles directly. And, don’t expect to find it easy, it will be available from Louis Vuitton boutiques only.