Summer heralds the arrival of fresh fragrances, and this season brings an exciting new release from Pharrell Williams in collaboration with Louis Vuitton. The creative force behind the brand’s menswear, Williams has now ventured into the realm of fragrance, presenting LVERS – a scent that promises to captivate the senses.
This isn’t Williams’ first foray into the world of fragrance, as he previously released a scent in 2014. However, LVERS marks his debut with Louis Vuitton, making it a significant release in the beauty industry. Created with the expertise of master perfumer Jacques Cavallier-Belletrud, LVERS embodies uniqueness and broad appeal, transcending traditional gender and age boundaries.
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Williams is known for his meticulous attention to detail, and this extends to his work on LVERS. He worked closely with Cavallier-Belletrud, who emphasized the importance of olfactory experiences in evoking memories. This dedication to creating a memorable fragrance is evident in every aspect of LVERS.
The inspiration behind LVERS is light, a concept Williams explored with Cavallier-Belletrud and his daughter Camille, also a perfumer. The resulting fragrance is a poetic interpretation of sunlight, aiming to capture its essence in a bottle. Discussions about the direction of the fragrance began shortly after Williams’ debut Vuitton show, focusing on the natural diversity of light produced by photosynthesis.
A standout feature of LVERS is the use of galbanum resin, an ingredient that immediately appealed to Williams. Derived from an Iranian plant, it brings a fresh, green note to the fragrance. Cavallier-Belletrud emphasizes its rarity and connection to nature, while ginger extract adds freshness. Galbanum served as the starting point for the fragrance, providing a unique challenge and opportunity for the creators.
Williams’ sensory experiences guided the creation of LVERS. He describes the fragrance in terms of color, noting its blues and light blues with hints of purple. The scent is sweet and elegant, reminiscent of familiar yet elevated aromas.
LVERS will be available online and in Louis Vuitton stores worldwide from June 19th.
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