Louis Vuitton to launch its first perfume in 70 years

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  • Yes, this is a major moment...

    Can you believe that Louis Vuitton hasn’t sold a bottle of perfume in the last 70 years? In today’s luxury retail world, where many a high fashion brand launches one or two fragrances each season, it seems like quite the statement that the Parisian house has stayed out of the fragrance game for so long.

    To put this into perspective, It’s A Wonderful Life was just hitting cinemas when the last LV fragrance debuted, which is pretty incredible. But now the mega-brand has announced its return to the scent scene, with Les Parfums Louis Vuitton slated to hit stores in September this year.

    Perfumer Jacques Cavallier Belletrud (below) is the man charged with bottling the essence of the brand, producing what promises to be an ‘exotic’, ‘rare’ and ‘floral’ fragrance, and one of the beauty world’s biggest autumn launches.

    The bottle design is yet to be revealed, but we’d predict something futuristic-looking (a la the Louis Vuitton Foundation), probably silver, and covered in the brand’s iconic monogram.

    ‘Since its founding, the Maison Louis Vuitton has always been inspired by far flung destinations and driven to accompany voyagers wherever they travel,’ the fashion house reveals on its website.

    ‘Master perfumer Jacques Cavallier Belletrud, a native of Grasse, the birthplace of both perfume and leather craftsmanship, spent months travelling the world in search of inspiration. Breathing the fragrance of exotic places and rare materials, he created Les Parfums Louis Vuitton: a journey of emotions.’

    Les Parfums Louis Vuitton will be available from September 2016.

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