Pharrell Williams unveils his first perfume for Louis Vuitton

Pharrell Williams continues to take center stage. The jack-of-all-trades singer and men’s creative director of Louis Vuitton unveils his very first perfume for the Parisian house, while he stars in the new campaign for jeweler Tiffany & Co., another label in the LVMH galaxy , with whom he has just created a collaboration, the Tiffany Titan jewelry collection, inspired by Poseidon’s trident.

For the design of this first perfume called LVRS (pronounced lovers), the creator imagined nothing less than capturing the energy and light of the sun. For this ambitious project, he joined forces with master perfumer Jacques Cavallier Belletrud, helped by the latter’s daughter, Camille Cavallier Belletrud. Since 2012, he has been the nose of Louis Vuitton, which launched its first fragrances in 2016, and operates within the Les Fontaines Parfumées workshop in the heart of Grasse, the site purchased and completely restructured by LVMH in 2013.

“The theme of sunlight that lit up Pharrell’s first fashion show on the Pont Neuf in June 2023 inspired us to translate photosynthesis into perfume. It may seem abstract, but we reflect on life, photosynthesis is the point starting point of everything”, explains Jacques Cavallier Belletrud in a press release.

To restore the power and sensations of the sun, the master perfumer chose a combination of fresh notes, in particular those of fruity bergamot and energizing ginger, with the green and invigorating note of galbanum, associated with woody scents of cedar and sandalwood evoking the earth and forests.

This fragrance immersed in a bottle with golden reflections seems to literally radiate its fragrant rays. It is offered with a travel bag and a perfume case that can hold three bottles, available in the camouflage pattern developed by Pharrell Williams from his first collection for Louis Vuitton.