MAK­ING THE CASE

Esquire (Malaysia) - - STYLE -

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.

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