MAKING THE CASE
Louis Vuitton—the brand behind that unmistakable monogrammed luggage, the one that generated deafening buzz with last year’s Supreme collaboration and this year’s hiring of Off-white’s Virgil Abloh as its men’s artistic director—has never created a fragrance. Until now. The 164-year-old house is launching its first-ever men’s colognes. But does it know how guys today want to smell?
Les Parfums Louis Vuitton is a collection of five fragrances for guys who don’t think sophisticated is a dirty word. To create them, Vuitton hired fifth-generation perfumer Jacques Cavallier Belletrud and installed him in a maison in Grasse, France, the perfume-making capital of the world. He spent five years there refining 70 scents before settling on a suite of just five that brings out the different facets of a man: fresh and vital; spiced and seductive; and another anchored by notes of fine leather, Vuitton’s foundational element. Suffice to say, they are rich and distinct enough—some of which feature uncommon notes like cocoa and cardamom. These scents don’t come at drugstore prices, but they cost significantly less than, say, a monogrammed carry-on. Twice the bargain when you consider their purpose: to help you intrigue, attract, seduce.