Wonderland.

LOUIS VUITTON: LE JOUR SE LèVE

The house welcomes a new olfactory chapter for spring.

Unlike many of its contemporaries, until recently (read: 2016), the house of Louis Vuitton had for the most part rejected scent, focusing its energies instead on Ready-to-Wear and the Art of Travel. Fast forward to March 2018, and the house is about to drop its eighth perfume: Le Jour Se Lève (Daybreak).

Arriving on 15 March, the latest branch of Vuitton’s Les Parfums collection – which elsewhere comprises Rose des Vents, Dans la Peau, Turbulences, Contre Moi, Matière Noire, Apogée and Mille Feux – sees master perfumer Jacques Cavallier Belletrud exploring spring vibes, with a top scent of mandarin.

“Mandarin is a marvelous citrus fruit because it’s possible to diffuse from it simultaneously the optimism of its flesh, the freshness of the zest and the floral aspect of the tree,” explains Cavallaier Belletrud.

A journey that begins on skin – according to the house at least – Daybreak, like its earlier counterparts, boasts a bottle designed to be kept for years to come. Indeed, each Louis Vuitton store today has a fountain (a nod to Les Fontaines Parfumées, Cavallier Belletrud’s atelier in Grasse), meaning refills are both simple and plentiful. The way to do perfume in 2018, surely?

LOUIS VUITTON: LE JOUR SE LèVE

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