Hommes

The new men's perfume by Louis Vuitton is LVERS

Jacques Cavallier Belletrud talks about LVERS, the new Louis Vuitton perfume born from the creative collaboration with menswear designer Pharrell Williams.

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Jacques Cavallier Belletrud has been Maître Parfumeur at Louis Vuitton since 2012, and is the creator of all the brand's fragrances, "constructed in the simplest way possible, but with great attention to fine tuning, starting from an original idea, because we are not interested in making anything similar to what is already on the market."

L'OFFICIEL: What was it like working with Pharrell for the first time?
JACQUES CAVALLIER BELLETRUD: I found him humble, kind, soft, extremely respectful, with an extraordinary ability to focus on the project. Not everyone is so kind, for example Issey Miyake was (for whom Cavallier imagined L'Eau d'Issey in 1992, ed.): it's a question of generosity.

LO: Did the name precede the creation of the perfume?
JCB: Yes, since his arrival at the maison Pharrell had started from the idea of creating a community of Vuitton lovers, a concept that was revealed to be obvious with the show. He, who has a precise knowledge of perfumes, told me that he loved green notes. The choice of galbanum, very popular in the 70s , when it represented the only way to work with green notes before synthetic notes took over, was Camille's idea (daughter of the creative and his collaborator at Vuitton, ed.) and it turned out to be a starting point on which Pharrell's other idea was easily grafted, who wanted a fragrance that was the olfactory translation of photosynthesis, a fusion of light and water.

LO: LVERS is presented as a men's fragrance, but it was immediately adopted by many women...
JCB: What interests me in the gender discourse is the inspirational potential it has, the result is for both sexes, but having reflected on masculinity, on the change from the traditional idea of domination that we no longer want to see has been very stimulating. Vice versa, fragrances presented as feminine like Ombre Nomade are very used by men.

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(Courtesy Louis Vuitton)

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