LVERS by Pharrel Williams for Louis Vuitton

In his first involvement in a fragrance project for Louis Vuitton, Men’s Creative Director Pharrell Williams asked Master Perfumer Jacques Cavallier Belletrud to capture the light which is the essence of LVERS into a highly crafted fragrance for a global community collectively uplifted by the warmth that radiates from the sun.

The scent of the sun is a sensation. Soothing and strengthening, it is an extract of energy: a perfume of opportunity and enhancement.

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?

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.

 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.

 LVERS is available in selected Louis Vuitton stores and at louisvuitton.com