Everything you need to know about Louis Vuitton’s new fragrance launch.


The house is launching a collection of not one but seven perfumes, each one based around a different flower. The last time LV launched a perfume was in 1946, and before that, the brand had created only two ; No sample of the three scents exist today.

This collection would be a story about flowers, because flowers to me are so delicate, so intense, so powerful, so beautiful—just like a woman—and it’s always been my longtime obsession to try to put the beauty of fresh flowers in a bottle.” – Jacques Cavallier Belletrud

Jacques Cavallier Belletrud, Louis Vuitton’s first in-house perfumer, is a third-generation Grasse-born perfumer who has developed some of the most iconic scents, including L’Eau d’Issey, Dior Addict, Jean Paul Gaultier Classique, and Stella by Stella McCartney.

We also made a decision that these fragrances would be feminine—it’s not written on the bottle that they’re for women, but they’re feminine,” says Cavallier Belletrud.



These scents were made using cutting-edge technology, a process called CO2 extraction, to coax the headiness out of flowers such as Chinese jasmine and May rose straight from Grasse. With this process, he was able to produce floral notes that copied the fresh, dewy quality of blooms still in the field. While CO2 extraction isn’t new, it is  the first time a brand has ever used it on flowers from Grasse and it’s exclusive to Louis Vuitton fragrances.



LVMH had a state-of-the-art fragrance laboratory built for Jacques Cavallier Belletrud and Christian Dior’s perfumer at the site of a former perfumery in Grasse (the perfume capital of the world) called Les Fontaines Parfumées, named for its indoor scented fountain. The 9,900-square-meter property is packed with over 300 different varieties of trees, flowers, and herbs, including jasmine, tuberose, May rose, geraniums, and lemon trees.


Because of his focus on environmental sustainability, Nicolas Ghesquière, Louis Vuitton’s creative director, wanted to be sure that this aspect would be reflected in the fragrances ; That is why the bottles are refillable. Each scent is available in a 200-milliliter bottle, a 100-milliliter bottle, and a travel spray (which comes with four cartridges). There is also a box set of all seven in miniature size (10 milliliters) and a monogramed Louis Vuitton travel case that holds three full-size bottles from the collection.