The scent of the sun is a sensation. Soothing and invigorating, it is an extract of energy, which smells of opportunity. Involved for the first time in a fragrance project for Louis Vuitton, Pharrell Williams asked Jacques Cavallier Belletrud to capture the light that represents the essence of LVERS in a masculine perfume designed for a global community united by the heat radiated by the sun.
LVERS, conceived through a creative dialogue between Pharrell Williams and Jacques Cavallier Belletrud, was created in the creative atelier of the Maison of Les Fontaines Parfumées in Grasse, France. For this new collaboration, the Maître Parfumeur has maintained an intergenerational approach, involving in the creative process Camille Cavallier Belletrud, parfumeur of Louis Vuitton and member of the creative studio, who trained for many years under the guidance of the Maître Parfumeur, making the DNA her own of the Maison.
Founded on the philosophy of the Men’s Creative Director, who sees sunlight as a metaphor for love, a source of life and motivation for all human experiences, the collection takes up the question posed upon his arrival at Louis Vuitton: What will you do when the Will sun shine on you?
Distilled into Eau de parfum, the original idea takes on a new form.
“The theme of sunlight that illuminated Pharrell’s debut show on the Pont Neuf in June 2023 inspired us to convey photosynthesis in the perfume. It may seem abstract, but let’s reflect on life, photosynthesis is the starting point of everything”, says Jacques Cavallier Belletrud.
LVERS releases the scent of the sun that illuminates the skin, energizes the vitality of nature and gives life to the organisms that surround us. With olfactory alchemy, the Maître Parfumeur transforms the abstract scent of sunlight into something real. By observing the process of photosynthesis, the Maison’s expert identified the notes that are released from nature as a result of the vitalizing power of light: the green of the leaves caressed by the rays, the nectar of the newly grown grass, the warm earthiness of the tree trunks. tree that expand under the forest sun. Inside the studio, pure and ancient natural substances are brought to light.
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