Forest Mysteries; The New LV’s Scent of Sunlight
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In the heart of Paris, where romance seemed to bloom with every turn of the streets, a new sensation is ready to take the city by storm; a sunlight scent. Louis Vuitton, known for its timeless elegance and craftsmanship, has unveiled a new perfume: “LV Lovers”. It is the first scent since Pharell Willams joined as creative director. Find out more here Forest Mysteries: The LV’s Scent of New Sunlight
All images by Louis Vuitton.
Walking into a deep forest with the sun dipping low on the horizon, casting a warm, golden hue over the forest. The earthy scent of damp soil and pine filled the lungs, mingling with the faint sweetness of wildflowers, a place where the chaos of the outside world faded away.
The path has a soft crunch of leaves beneath the feet; it’s only sound. Venturing deeper, the trees above grew thicker, filtering the sunlight into a delicate lattice of shadows and light, on the forest bed. Birds chirped high in the branches, their song a gentle serenade accompanied the journey.
The path meandered on, leading to the waterfall that sparkled in the dappled sunlight, its melody a soothing counterpoint to the rustling leaves. Crossing a small wooden bridge, pausing to watch the cool clean water flow over smooth stones, its journey as ancient and unhurried as the forest itself.
The scent of pine grew stronger upon the accent of the gentle slope, the trees towering around like silent sentinels. After reaching the top and emerging into a small clearing bathed in the afternoon golden sun. In the centre stood an old huge oak tree, its massive branches spreading wide as if embracing the sky.
Under the base of the oak, the air alive with the scent of pine needles, rich earth, and a hint of honeysuckle carried by the breeze. A profound sense of belonging and serenity takes hold by taking deep breaths.
The sun began its descent, casting long shadows through the trees; it was time to descend. Slowly, taking one last look around the clearing, committing every detail to memory.
Pharrell Williams, the renowned American singer, songwriter, and rapper, now serving as the Men’s Creative Director at Louis Vuitton Maison, embarked on a unique journey. Inspired by the warmth and vitality of sunlight, he envisioned a fragrance that could capture its essence and transport its radiant energy throughout the forest. This scent was to be a beacon of light, a symbol of hope and unity for a global community uplifted by the sun’s embrace.
Pharrell shared his vision with Master Perfumer Jacques Cavallier Belletrud and Perfumer Camille Cavallier Belletrud, describing the way sunlight danced on the leaves, creating a tapestry of light and shadow.
He spoke of the sunlight when the first rays of the sun broke through the canopy, the midday brilliance that filled the air with life, and the gentle, golden glow of dusk that whispered promises of new beginnings.
They ventured into the heart of nature, walking through ancient forests and sun-drenched meadows. They studied the interplay of light and scent, capturing the subtle nuances of each moment. From the bright, top notes reminiscent of a sunrise to the warm, woody base notes that echoed the sun’s lingering warmth, they crafted a fragrance that encapsulated the journey of sunlight through the forest.
At the heart of this creation, the Master Perfumer kept a cross-generational approach and harmonised the perfume with the creaminess of Sandalwood which sets an earthy but elegant tone for the fragrance, energised by the clean crispness of Ginger and composition raised by the fruity, zesty top notes of Bergamot, gently announcing the Galbanum in an illustration of the early rays of sunrise.
“The theme of sunlight that lit up Pharrell’s debut show on Pont Neuf in June 2023 inspired us to convey photosynthesis in scent. It may sound abstract, but if you look at life, photosynthesis is the starting point for everything,”
Jacques Cavallier Belletrud.
As a result of this new collaboration, Louis Vuitton Maison launched a special perfume of sunlight for Louis Vuitton Lovers naming it “LV Lovers”.
The perfume is fashioned in Louis Vuitton’s signature cylindrical silhouette, with a specially designed cylindrical case for a single bottle and a travel case with a fragrance trunk that holds three bottles, crafted in the green camouflage motif of Louis Vuitton’s Les Parfums.
“The LVERS flacon reflects, refracts, and imitates sunlight”
A prismatic finish electrifies the glass structure coloured from within by a golden jus, evoking the bright effect of sunlight ‘gilding’ the skin.
To find out more about Louis Vuitton Eau de Parfum LVERS, please visit here louisvitton.com
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