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Madeleine Fitzpatrick

Production editor, Specialist Publications and China desks


Since making a splash with his debut collection during Men’s Fashion Week in Paris in June last year, Pharrell Williams has hit his stride as men’s creative director for Louis Vuitton.
This year, Williams embarked on his first fragrance project for the maison: LV Lovers, designed to be “an extract of energy, a perfume of opportunity and enhancement” and to evoke “the scent of the sun”.
The result of a creative dialogue between Williams and French master perfumer Jacques Cavallier-Belletrud, LV Lovers aims to convey the essence of sunlight as a metaphor for love as well as a source of motivation and life on Earth.

“The theme of sunlight that lit up Pharrell’s debut show on Pont Neuf in June 2023 inspired us to convey photosynthesis in a scent,” explains Cavallier-Belletrud. “It may sound abstract at first, but if you look at life, photosynthesis is the starting point for everything.”
The master perfumer took a cross-generational approach, involving his 25-year-old daughter, Camille Cavallier-Belletrud, in the creative process. The younger Cavallier-Belletrud is a perfumer at Louis Vuitton, trained by her father. The fragrance was crafted at the Louis Vuitton atelier at Les Fontaines Parfumées in Grasse, France. Grasse, on the French Riviera, in the hills north of Cannes, is known as the perfume capital of the world.
LV Lovers conveys the familiar scent of the sun illuminating the skin, invigorating nature, and breathing life into the organisms that inhabit our world. Through olfactory alchemy, the master perfumer has given the abstract scent of sunlight tangible form.

What is the scent of the sun? To answer this question, Cavallier-Belletrud Sr identified the natural scents brought to life by sunlight: the richness of leaves warmed by the sun, the sweet aroma of fresh grass, the earthy scent of tree trunks in the forest …
Galbanum, a rare resin of the Ferula plant, is transformed from its wild state into delicate green notes that form the fragrance’s heart.
Grounding comes courtesy of the deep scent of cedarwood – from reclaimed carpentry sources – evoking the heady essence of the forest.
Combining this with the creaminess of sandalwood and the fresh crispness of ginger gives the fragrance an earthy yet elegant tone. Fruity top notes of bergamot help to usher in the galbanum, evoking the gentle rays of dawn.

Each LV Lovers ingredient has deep cultural roots in healing: galbanum was used in Ancient Greece as a curative remedy, cedarwood in Ancient Egypt as a means of preservation, and sandalwood and ginger in Eastern medicine for their health benefits. Bergamot is also celebrated for its revitalising properties. Together, these elements give LV Lovers the quality of a holistic elixir of well-being – a spray of sunlight in a bottle.
In the maison’s signature cylindrical form, the flacon captures and reflects light with a prismatic finish and a golden interior reminiscent of sunlight on the skin. Alongside the fragrance, a travel case and a trunk – which holds three bottles – feature the green Damoflage motif. This design blends Louis Vuitton’s classic Damier pattern with camouflage, reflecting Williams’ artistic vision as men’s creative director.


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Style Edit: Pharrell Williams’ debut fragrance for Louis Vuitton, LV Lovers, was crafted by master perfumer Jacques Cavallier-Belletrud and aims to evoke ‘the scent of the sun’

The LV Lovers fragrance. Photo: Handout

LV Lovers marks Pharrell Williams’ first fragrance project for Louis Vuitton. Photo: Handout

Louis Vuitton’s LV Lovers is designed to be “an extract of energy, a perfume of opportunity and enhancement” and to evoke “the scent of the sun”. Photo: Handout

LV Lovers comes in the brand’s signature bottle design and with an attractive, camouflage-style case. Handout

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The fragrance blends pure and ancient natural ingredients to convey the essence of sunlight as ‘a metaphor for love as well as a source of motivation and life on Earth’


The fragrance blends pure and ancient natural ingredients to convey the essence of sunlight as ‘a metaphor for love as well as a source of motivation and life on Earth’.


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