louis vuitton to launch first fragrance
What will it smell like? Which exotic flower will be used? Will Lana Del Rey be in the campaign?
In terms of things that we can't believe haven't already happened, a Louis Vuitton fragrance is right up there alongside the invention of the hoverboard from Back to the Future. But this is about to change, as LVMH has confirmed those fragrance rumours that surfaced back in October after the hiring of master perfumer Jacques Cavallier-Belletrud.
Vuitton did actually market three perfumes in the twenties and thirties that were discontinued, though there's probably little chance of history repeating itself now the company has its hands on the man behind on leading fragrances like L'Eau d'Issey, Jean Paul Gaultier Classic, Dior Addict, Stella McCartney's eponymous fragrance and Cinema by Yves St Laurent. WWD reports that the fragrance will be distributed exclusively in Louis Vuitton's own boutiques (and probably on eBay).
The only thing we can be certain about regarding Vuitton's new venture is that it will come in a monogram bottle, which leaves plenty of room to speculate on other things, such as:
What will it smell like?
Sugar, spice and all things nice: If Louis Vuitton's Spring 2012 collection had a smell, it would be akin to top notes of fairy floss, with accents of joyous laughter and undertones of cupcake icing.
French maids and bourgeoisie dominatrixes: A Fall 2011-like fragrance would be for women who love the smell of leather ? heady notes of cigarette smoke optional.
What essences will be used?
Rafflesia Arnoldii: Cavallier-Belletrud is said to be traveling the world in search of precious essences and flowers that are near-extinction for Louis Vuitton's fragrance. Adding petals from the largest flower in the world would be sure to impress the brand's well-heeled clientele so much that they might not even care about its distinct odour of decaying flesh.
The Kadupul flower: Like socialites and it-girls, the legendary Kadupul flower blooms during the late hours preceding midnight and mysteriously wilts before dawn.
Who will star in the campaign?
Marc Jacobs: Louis Vuitton's designer is known to be quite the fan of tactfully positioning oversized perfume bottles near genitals, so could be the ideal candidate.
Lana Del Rey: She scored a Prada ad (false) and she's now signed to Next Models (true). Could this be the logical step?
Words: Hannah Ongley
