The scent of the sun is a sensation. Soothing and strengthening, it is an extract of energy: a perfume of opportunity and enhancement.
In his first involvement in a fragrance project for Louis Vuitton, Pharrell Williams asked Jacques Cavallier Belletrud to capture the light which is the essence of into a highly crafted men’s fragrance for a global community collectively uplifted by the warmth that radiates from the sun.
LVERS was conceived through a creative dialogue between Pharrell Williams and Jacques Cavallier Belletrud and crafted in the Louis Vuitton creative atelier at Les Fontaines Parfumées in Grasse, France.
For this new collaborative opus, the Master Perfumer kept a cross-generational approach at heart, involving in the creative process Camille Cavallier Belletrud, perfumer at Louis Vuitton and member of the creative studio, who was trained at the Maison under the mentorship of the Master Perfumer for many years, cultivating the DNA of the house.
Founded in the Men’s Creative Director’s philosophy of sunlight as a metaphor for love and a source of life and motivation across human experiences, it echoes the question posed upon his arrival at Louis Vuitton: What will you do when the sun shines on you?
Distilled into Eau de parfum, the original idea has to take new form. «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 says.
LVERS conveys in fragrance the figurative yet familiar scent of the sun illuming the skin, energising the vitality of nature, and giving life to the organisms that surround us. With olfactive alchemy, the Master Perfumer transforms the abstract scent of sunlight into earthly matter. Observing the science of photosynthesis, the Maison’s expert identified the notes that emanate from nature as a result of the vitalising power of light: the luxuriance of leaves caressed by rays; the evaporating nectar of freshly grown grass; the warm earthiness of tree trunks expanding under the forest sun. Within the study, pure and ancient natural substances are unearthed.
Galbanum, the mythical resin of the Ferula plant rarely used in modern-day fragrances, is revitalised and refined from its wild, vegetal state. Like a diamond in the rough, the centuries-old scent is cultivated into delicate green notes, creating the sappy and spicy core of the LVERS bouquet. It is grounded in the bottom note of cedarwood. Extracted from second-hand wood from carpentry, the oil’s deep woody sensibility establishes the indefinable but recognisable olfactic sensation universally associated with the forest. Harmonised with the creaminess of sandalwood, it sets an earthy but elegant tone for the fragrance, energised by the clean crispness of ginger. The composition is raised by the fruity, zesty top notes of bergamot, gently announcing the galbanum in a figurative illustration of the early rays of sunrise. Echoing the therapeutic force of the sun, each of the LVERS ingredients is rooted in age-old cultural practices connected to notions of healing. In Ancient Greece, galbanum was employed as a curative remedy, while in Ancient Egypt, cedarwood oil was used as a means of preservation and to ward off evil spirits. In Eastern medicine, sandalwood is a key component alongside ginger, widely known for its health benefits. Across cultures, bergamot has been considered a tool for both mental and physical renewal. The healing powers traditionally linked to the ingredients infuse LVERS with a holistic air: the idea of fragrance as an elixir of well-being; a spray of sunlight distilled in a bottle.
Fashioned in the cylindrical signature silhouette of Louis Vuitton’s Les Parfums, the LVERS flacon reflects, refracts and imitates the sunlight. A prismatic finish electrifies the glass structure coloured from within by a golden jus, evoking the bright effect of sunlight gilding the skin. Introduced alongside the fragrance, a travel case and a fragrance trunk – which holds three bottles – are crafted in the green Damoflage motif. Central to the creative expression of Pharrell Williams at Louis Vuitton, the graphic splices the Maison’s heritage Damier pattern with camouflage, a signifier in the personal style lexicon of the Men’s Creative Director.
LoL, Sandra
Photos: © Louis Vuitton
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Louis Vuitton Le Jour Se Lève will be available from March 2018 in 100 and 200 ml Eau de Parfum, and in a set of travel sprays (four x 7.5 ml).