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Coming Soon!: Louis Vuitton’s First Scent Since the 1930s


For the first time since the 1930s, Louis Vuitton will be launching a new scent. The esteemed luxury brand has been gradually making headway in retail markets outside of their signature handbags since 1998 — with ready-to-wear collections, fine jewelry and watches, and eyewear — but this is the first time in almost a century that they will be creating a fragrance. 

Vuitton recently snatched up master perfumer Jacques Cavallier-Belletrud, from the south of France, bien sûr, who will be creating exclusive fragrances to be carried only in the 461 Louis Vuitton stores around the world. Previously, Cavallier-Belletrud was at Firmenich, a Swiss fragrance and flavor company, where he worked on a number of stand-out scents including Dior Addict, Poeme de Lancôme, L’Eau d’Issey, Stella by Stella McCartney, Jean-Paul Gaultier Classic, and Cinema by Yves Saint Laurent.

Cavallier-Belletrud began work at Vuitton on Tuesday and there’s no word yet about when the first scent will launch. The company told WWD that the perfumer’s first order of business will be to travel the world and find “precious essences” to create the fragrance. Sounds like a pretty fun research project to us.


Looking for a new fresh scent but not sure which one? Try this bright fruity and floral one from Salvatore Ferragamo.

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