You’ll Soon Be Able to Smell Like Expensive Emotions

By
Louis Vuitton
Louis VuittonPhoto: Chris McGrath

The last time Louis Vuitton released a fragrance, Winston Churchill was rattling off about iron curtains, Cannes was holding its very first film festival, and It’s a Wonderful Life was the hot new ticket in town. This September will end the French house’s seventy-year dry spell with a fragrance helmed by luxury perfumer Jacques Cavallier Belletrud.

The brand’s blog strings along the most flowery of adjectives to describe Les Parfums Louis Vuitton. It’s “a journey of emotions” and inspired by “the fragrance of exotic places and rare materials.” So far Louis Vuitton has been mum on the exact notes that will pepper the perfume, but chances are they’ll be expensive and the bottle will be stamped with a latticework of LVs.