May 24, 2018 | By Lourdes Linares
From L to R: Heures d’Absence, Eau de Voyage, and Je Tu Il, LV fragrances circa 1920-30s
Louis Vuitton’s conspicuous absence from the perfume industry looks to come to an end soon, as the LVMH-owned brand announced earlier this week its foray into the olfactory side of fashion. Vuitton perfumes enjoyed success in the 20s and 30s, only to be discontinued until 1980, when Eau de Voyage was reprised for a limited edition relaunch. A crucial revenue source for many brands, signature scents often subsidize the sartorial side of the business- a fact which is hardly lost on Bernard Arnault, whose recent scent successes include Dahlia Noir by Givenchy and Madly! Kenzo. While a launch date has not been set, the perfumes will be exclusively distributed and sold in Louis Vuitton stores around the world, and developed by a singular ‘nez maison,’ Jacques Cavallier, who will operate in an immense space devoted solely to LV in the southern French town Grasse. Here’s hoping the women’s fragrances reprise the gilded packaging of their predecessors.
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