A Fragrance Disruptor

The storied Louis Vuitton brand’s latest evolution includes its first set of men’s fragrances.

Photo courtesy of Louis Vuitton

By Nila Do Simon

Two years after debuting the brand’s women’s scents, Louis Vuitton is making waves this summer with the release of its much-anticipated men’s scents. Created by master perfumer Jacques Cavallier Belletrud, who grew up in Grasse, France, the world’s fragrance capital, Louis Vuitton’s five new fragrances—L’Immensité, Nouveau Monde, Orage, Sur la Route and Au Hasard—pay homage to the adventurer on a quest for self-revelation. Here, Cavallier Belletrud discusses what makes a scent not just redolent, but memorable.

How did the Louis Vuitton brand’s esteemed history influence the creation of the five scents?
I wanted to pay homage to the adventurer on a journey of self-discovery and invoke the energy of his skin. The aim was to compose a fragrance that captures the energy of this historic moment yet remains timeless. When you wear Louis Vuitton fragrances, your own journey begins.

Photo courtesy of Louis Vuitton

What went into creating a scent for today’s modern man?
I have been working on these five fragrances for five years. I was dreaming about perfumes that a woman would love to smell on a man. I wanted to create a unique personality for our fragrances with very specific emotions—not only something sporty, chic or trendy. I start from myself, from my thoughts, and then I try to enclose them in a perfume bottle. You must recognize a Louis Vuitton perfume on the street, not because it’s too powerful, but because it’s good.

How do you expect these fragrances to impact the men’s fragrance industry?
The perfume market is full of all the stereotypes of masculinity. I wanted to break from this because I believe men are ready to use their perfumes as women do: with more sophistication. I want them to feel that wearing a unique perfume makes their personality more unique too. If we look at fashion for men today, we notice a lot of colors, flowers and freedom. Nowadays, men dare to wear colorful clothes; they are more disruptive, less classical, but still chic. Clothes and accessories are becoming more and more creative. I think it is time for men’s fragrances to do the same. louisvuitton.com

This article originally appeared in the Summer 2018 Issue.

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