© Louis-Vuitton

© Louis-Vuitton

© Louis-Vuitton

New York · Fragrances · Louis Vuitton · 1 East 57th Street

Louis Vuitton
Fragrances

Jacques Cavallier Belletrud's father was a perfumer. His grandfather was a perfumer. His great-grandfather was a perfumer. He was born in Grasse, works in Grasse, and sources his raw materials from fields he tends in Grasse. When Louis Vuitton relaunched its fragrance house in 2016 after seventy years of absence, it hired the fourth generation of a single family to make perfume as it has always been made — from the ground, from the flower, from the land.


1946 · 2016 · The Seventy-Year Return

Louis Vuitton produced its first fragrances in 1946 — a brief chapter that ended and was not resumed for seventy years. In 2016, the house relaunch of Les Parfums Louis Vuitton marked one of the most significant entries into fine perfumery in recent memory: a maison with one of the world's most recognizable design languages, returning to an olfactory vocabulary with a craftsman whose family connection to Grasse and to perfumery predates the house's own fragrance history. Jacques Cavallier Belletrud was appointed exclusive master perfumer — the only nose for Louis Vuitton, with full creative authority over every fragrance the house produces. He established his atelier at Les Fontaines Parfumées, a historic estate at the heart of Grasse surrounded by gardens of herbs, fruit trees, flowers, and plants — some cultivated exclusively for Louis Vuitton. The estate is both his laboratory and his source material.

In 2021, the house took its most ambitious step yet: Les Extraits Collection, developed in collaboration with architect Frank Gehry, presenting a formal deconstruction of perfumery's most fundamental conventions. Seven extraits have followed since, each one a sustained argument about what a fragrance can be when the rules are removed.


Jacques Cavallier Belletrud · The Fourth Generation · Grasse

Jacques Cavallier Belletrud grew up in Grasse — the Provençal hilltown that has been the center of French fine perfumery since the 17th century — in a family that had been making perfume for four generations before him. His father worked at Firmenich; his grandfather before him. He himself spent decades creating fragrances for Dior, Givenchy, Issey Miyake, Yves Saint Laurent, and Lancôme — including L'Eau d'Issey and Acqua di Giò, two of the most commercially significant fragrances of the 1990s — before joining Louis Vuitton in 2012 to prepare the 2016 relaunch. His daughter is now in training as a perfumer. He describes his primary ambition in perfumery with characteristic directness: "To reveal ultimate purity." His approach to Les Extraits demonstrates what that phrase means in practice — fragrances with no top, heart, or base notes, structured as what he calls "olfactory columns," concentrated at 30% and designed to be experienced as a single unified presence from application to drydown, without the narrative progression that conventional perfumery requires.

Les Extraits Collection · Frank Gehry · The Architecture Of Scent
2021 · 7 extraits · 30% concentration · No top, heart or base notes · Frank Gehry bottle

Les Extraits Collection began in 2021 with five fragrances: Dancing Blossom, Cosmic Cloud, Rhapsody, Symphony, and Stellar Times — each representing a different major olfactive family, each constructed without the conventional pyramid structure that has governed fine perfumery since the 19th century. "I wanted to venture where no one goes anymore," Cavallier Belletrud said at the collection's launch. "To deconstruct the very architecture of perfume." Frank Gehry designed the sculptural bottle — his first-ever perfume bottle — drawing inspiration from his passion for sailing: an aluminum cap froissed to evoke a transparent sail moving through space, capped above Marc Newson's original apothecary glass body. "It's not a finished geometric form," Gehry said. "It's just movement. Visual movement with the added interest of ephemerality." The bottle and the fragrance share the same formal conviction: that beauty achieved through deconstruction is more honest than beauty achieved through convention.

Myriad · Oud · Black Gold · Bangladesh
Les Extraits · Oud from Bangladesh · Jasmine · Rose · Saffron · Cocoa · Ambrette · White musk

Myriad — the sixth extrait — centers on oud sourced from an exclusive supplier in Bangladesh, a raw material Cavallier Belletrud describes as having been in his creative consideration for five years. "The price of the oud is the same price as gold," he told Whitewall. "I wanted to create an extrait because of the exceptional quality of this particular material." The composition gives the oud its paradox — woody, deep, spicy, and ambery at its core, yet lifted to an unexpected airiness through jasmine, rose, saffron, cocoa, ambrette, and white musk. Light and dark simultaneously. The bottle's rich berry hue makes the contradiction visible before the fragrance is applied. An extrait that demonstrates Cavallier Belletrud's central conviction: that in raw materials, there is always a reason to surprise.

Fantasmagory · 2025 · Vanilla As Luminous Illusion
October 2025 · Vanilla · Ginger · Almond · Leather · Gehry fluttering silver petal cap

Fantasmagory — launched October 16, 2025, the seventh extrait — takes its concept from 18th-century illumination shows: phantasmagoria, the early magic lantern performances in which light and projected images created dreamlike spectacles for an audience in darkened rooms. Cavallier Belletrud concentrated the essence of vanilla — flower and pod simultaneously — transforming it into what he describes as "an illusion of luminous light and voluptuous softness," brightened by ginger and extended by almonds toward an amaretto softness, with a subtle leather facet in the base that prevents the sweetness from becoming unambiguous. Gehry redesigned the bottle cap for this edition: a wind-blown flower of fluttering silver petals, the glass itself a bright soft yellow with green shifts as light moves across it. A bottle conceived to represent the fragrance as it dissipates — the scent made visible in the object that contains it.

Les Parfums Louis Vuitton · The Foundational Collection
2016 · Attrape-Rêves · Turbulences · Dans la Peau · Matière Noire · Rose des Vents · Heures d'Absence

The initial 2016 collection — Les Parfums Louis Vuitton — established Cavallier Belletrud's Louis Vuitton vocabulary before Les Extraits arrived to deconstruct it. Seven fragrances organized around the house's founding mythology: travel, the world's raw materials, the spirit of departure. Attrape-Rêves for dreamers. Turbulences for the bold. Dans la Peau for the intimate. Matière Noire for the shadows. Rose des Vents for navigators. Heures d'Absence for those who have left. Each is a fully developed Eau de Parfum built on exceptional raw materials from the Grasse gardens, structured conventionally but with the same quality of material and the same formal intelligence that characterizes everything Cavallier Belletrud produces. The foundational collection against which Les Extraits are understood as the departure point for somewhere further.

Les Fontaines Parfumées · Grasse · The Atelier
Historic estate · Heart of Grasse · Exclusive cultivations · Garden of raw materials · The source

Les Fontaines Parfumées — the Perfumed Fountains — is the Louis Vuitton fragrance atelier at Grasse: a historic estate surrounded by gardens of herbs, fruit trees, flowers, and plants, some cultivated exclusively for the house's fragrances. It is simultaneously a laboratory, a garden, and a living archive of the raw materials that French fine perfumery has used since the 17th century. Cavallier Belletrud works there daily, surrounded by the plants that will become his compositions — jasmine, rose, tuberose, osmanthus, iris — and draws his formal inspiration from the air itself, from what he describes as "the scents stirred in the air that wafts through Grasse." The atelier is not a facility. It is a position: that the best perfumery begins in the field before it begins in the laboratory, and that a perfumer who does not know what his raw materials smell like before they are processed cannot make the finest possible use of them.

LVERS · Pharrell Williams · The New Chapter
2024 · Pharrell Williams · Creative Director · New fragrance project · Sunshine in a bottle

In 2024, Louis Vuitton introduced LVERS — a new fragrance project conceived in collaboration with Pharrell Williams, the house's creative director for menswear, who brought his particular understanding of sensory experience and cultural optimism to the olfactory vocabulary of the house. Williams, who was the final torchbearer at the 2024 Paris Olympics opening ceremony while representing Louis Vuitton, described LVERS as "sunshine in a bottle." The fragrance extends the house's commitment to producing scent as a cultural statement rather than merely a commercial product — perfumery understood as one more dimension of the world that Louis Vuitton builds, from trunks to haute joaillerie to fragrance, with the same conviction that every object should be the finest version of what it can be.


"I wanted to venture where no one goes anymore —
to reinvent the notion of an extrait in a contemporary way.
To bring in light, expand matter, and lighten things up.
I wanted to deconstruct the very architecture of perfume."
— Jacques Cavallier Belletrud

Frank Gehry designed the bottle from a similar position.
"It's not a finished geometric form. It's just movement."


The Louis Vuitton Fragrance Position · Travel · Raw Material · Deconstruction

Louis Vuitton's position in fine perfumery is inseparable from its founding mythology as a maison of travel. The trunk was designed to accompany journeys — to protect what is most valuable against the unpredictability of movement, of distance, of the world encountered beyond one's own familiar geography. The fragrances carry the same logic: they are organized around the world's raw materials, sourced from their places of origin — Bangladesh oud, Venezuelan tonka bean, Peruvian ambrette, Grasse jasmine and rose — and assembled by a perfumer whose family has been making fragrance in the same town for four generations. The travel is not a metaphor. It is a supply chain. And Les Extraits push the position to its furthest conclusion: that the most honest way to present exceptional raw materials is to remove every convention that might distract from them — no top note, no base note, no narrative progression. Only the material, in its purest concentrated form, on the skin of the person who has chosen it.


1 East 57th Street · The Louis Vuitton Boutique · New York

Louis Vuitton's fragrances are presented at the flagship boutique at 1 East 57th Street — the full range of Les Parfums Louis Vuitton alongside Les Extraits Collection, available exclusively through Louis Vuitton boutiques and the house's own website. The boutique experience is conceived as essential to the fragrance's communication: Cavallier Belletrud's extraits, in particular, require time and skin chemistry to be fully understood. A fragrance with no top, heart, or base notes does not reveal itself in the same way on a scent strip as it does on skin after twenty minutes. The boutiques are designed to make that time available — to allow the fragrance to become what it is, which is always something different from what it smells like at the moment of first contact. New York, where the house's flagships have historically been among its most significant globally, receives the full olfactory vocabulary of the world's most traveled luxury maison. All of it made in Grasse. All of it by the same family that has been making perfume there for a century.

Louis Vuitton Fragrances · New York · 1 East 57th Street

1 East 57th Street · New York, NY 10022
Les Parfums Louis Vuitton · Les Extraits Collection
Fantasmagory 2025 · Myriad · Rhapsody · Dancing Blossom · Cosmic Cloud
Stellar Times · Symphony · LVERS by Pharrell Williams
Jacques Cavallier Belletrud — Master Perfumer · Les Fontaines Parfumées, Grasse
Parfums relaunched 2016 · Founded Paris 1854 · louisvuitton.com/eng-us/fragrance

Jacques Cavallier Belletrud's great-grandfather made perfume in Grasse.
His grandfather made perfume in Grasse.
His father made perfume in Grasse.
He makes perfume in Grasse — for Louis Vuitton,
in the gardens of Les Fontaines Parfumées,
surrounded by the plants that will become his compositions.
His daughter is learning the same craft
in the same town.
Some things are worth four generations
of getting exactly right.

© Louis-Vuitton

© Louis-Vuitton

© Louis-Vuitton

© Louis-Vuitton

© Louis-Vuitton

© Louis-Vuitton

© Louis-Vuitton

© Louis-Vuitton