The brand known for its exclusivity, craftsmanship and tradition is entering a new phase. With the ex Bond girl, Lea Seydoux as the face of the campaign, this lethal combination could not get any better.
The house, founded in 1854 as a packer of women’s fashions and then a trunk-maker for sophisticated travelers, had dipped its toe into the sandbox before. In the 1920s, Vuitton’s free-spending and increasingly mobile clientele requested something to fill the crystal flacons Vuitton had already been crafting for the intricate nécessaire de voyage train cases they took on their transatlantic trips. And so fragrances like Je, Tu, Il (“I, You, He”) and Eau de Voyage were born. The endeavor ended in the late ’40s, and it would be more than 60 years before Vuitton got back in the game, discreetly.
According to Arnault, there was no rush: “The luxury is to be able to take that time and do it right.”
Vuitton has done it right. Les Parfums Louis Vuitton are serious, more resembling niche perfumery, like Chanel’s Les Exclusifs or the Hermessence of Hermès, than the flashier, more accessibly priced fashion fragrances that fill department stores; their high quality is apparent from the first spritz to the long dry-down.
It is a minimalist, heavy glass version of an apothecary flacon, whose LV-emblazoned metal cap snaps shut with a satisfying magnetic clack.
Particularly indulgent fragrances, these scents are a tribute and ode to flowers and a meant to evoke an emotional narrative than just mere ingredients.
And, of course, Léa Seydoux’s presence settles any question. Seydoux is a rare combination of pure carnality and sparkly braininess, something which embodies the true spirit of the LV woman.