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Louis Vuitton Embraces the Sunrise for its Latest Fragrance

“In the morning when you spray your perfume, I want it to provoke a smile on your face,” declares Louis Vuitton master perfumer Jacques Cavallier Belletrud. “This moment – between you and your fragrance – is so intimate.” In the four years preceding the launch of Louis Vuitton’s debut seven scents in 2016, Cavallier journeyed the world to find and infuse romance back into the art of perfume. Looking to nature, he drew inspiration from moments in time: a starlit sky, a faraway land, a rose garden. His latest fragrance aspires to evoke the first rays of sunlight breaking through the darkness. It’s a vision filled with hope aptly named Le jour se lève, translating to “the day begins.”

As with every Louis Vuitton creation, be it from the world of fashion or fragrance, craftsmanship is key. “My aim was to create something with a lot of sophistication,” says Cavallier. To achieve this, he sourced the finest natural ingredients. Of the voluptuous mandarin from the south of Italy he says, “It’s a marvelous citrus fruit because it’s possible to diffuse from it simultaneously the optimism of its flesh, the freshness of the zest, and the floral aspect of the tree.”

Le jour se lève

Louis Vuitton’s latest fragrance Le jour se lève. Courtesy of Louis Vuitton.

Next, jasmine sambac from China marks its entrance. “When you are in love, you offer flowers,” says Cavallier. “In my opinion, it’s difficult – even impossible – to create a women’s fragrance without flowers,” he explains, adding that he first tests each of his compositions on his wife. Enveloping the fragrance further within a bouquet, the perfume features a mix of magnolia petals and apricot-tinged osmanthus with tangy blackcurrant cassis. It makes for a fruity and floral combination, and musk and incense harmonize the notes of this olfactory voyage intended to help launch the day.

The perfume’s soft pink hue is encased within a clear glass bottle like those of the brand’s first fragrances. Paying homage to Cavallier’s atelier in Grasse, where bottles can be refilled at the source of production, it features a perfume fountain. If the glass object is a token to be passed on to the next generation, its fragrant potion is grounded in the moment, in that first kick when the subconscious hits “awake.”

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