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Louis Vuitton have just launched their new Le Jour Se Lève Fragrance

In 2016, the Maison Louis Vuitton ventured into new creative territory: perfume.

LV PARFUMS Le Jour Se Lève ENG[2] copy

Seven singular fragrance trails came into being. Seven compositions conceived like so many invitations on a journey. Seven concentrates brimming with emotion, composed in Grasse at Les Fontaines Parfumées, the creative atelier of Jacques Cavallier Belletrud, Louis Vuitton Master Perfumer.  Today, this collection of exquisite perfumes welcomes a new unprecedented creation. Composed by Jacques Cavallier Belletrud, this fragrance radiates luminous optimism. The name of this new olfactory celebration: Le Jour Se Lève.


It peers over the horizon. Emerging behind mountaintops, filtering through tree branches, skimming along the ocean or a sandy desert, it transforms all it touches.This fresh, raw light, the morning’s first rays, always seems miraculous. As one rises at dawn to embark on new adventures, it’s the waking jolt of optimistic energy.

The sun that pierces the night, finally revealing the promise of a crisp new page. A fresh story to write. An eternal cycle. Invincible forward motion. It is this precise instant, right before a departure, that the perfumer Jacques Cavallier Belletrud wished to capture. A comforting freshness, at once gentle and bracing; dewy and radiant.

LV PARFUMS Le Jour Se Lève ENG[2] copy

The essence of the sun’s first rays

While the temperature is still waning and night has barely lifted over a dew-drenched earth, the sun’s emerging rays begin to warm the skin. In order to capture this passage from shadows into light, Jacques Cavallier Belletrud chose one of his favorite ingredients: the mandarin. A fruit gorged with sun and possessing of an innocence that seems even more faceted than its fragrant cousin, bergamot: “Mandarin is a marvellous 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,” says the perfumer. Ever the visionary, he allows his citrus note to defy expectation: “unlike other citruses, the mandarin doesn’t reference the structure of Cologne,” he notes. To reimagine this freshness as an unwavering backbone, Jacques Cavallier Belletrud chose Jasmine Sambac from China, the same variety used for green teas in Asia – and in fact, this precious and refined ingredient already appears in several perfumes in Louis Vuitton’s collection. A liquid impression of water-laced flowers then envelops the formula, as if a light mist were settling over the jasmine. A gentle rain stirs magnolia petals, apricot-tinged osmanthus and a subtly tangy blackcurrant accord. Then, like the rays that warm the horizon and illuminate the sky with pastel hues, a chorus of musks gently asserts itself. Le Jour Se Lève brings a smile to the lips. It inspires its wearer to rise early and set out for new horizons.

And to pursue the promise of adventure until the dawn’s next light.

A luxurious presentation

Presented in the same iconic bottle as the original collection of Louis Vuitton perfumes, this new composition features the same visual characteristics. In keeping with the rest of the collection, the perfume has been subtly colored to evoke the fragrance trail and inspiration.

Perfume fountains

The bottles of the collection Les Parfums Louis Vuitton are not perishable objects. They are designed to be kept; passed down even. To have them refilled, simply bring them to a Louis Vuitton store: each contains perfume fountains specifically developed for these bottles. In just a few seconds, the empty bottle is filled with perfume with just a click, and without any outside contact, like some kind of futuristic capsule. This is also a way of paying homage to Les Fontaines Parfumées, Jacques Cavallier Belletrud’s creative atelier in Grasse, where a century ago one could refill bottles at the source.

Travel Bottle

Designed for every kind of journey, the travel set includes a 7.5ml bottle as well as four recharges. These modern magnetic refills clip onto the spray bottle intuitively. In less than a second, the travel bottle is prepped and ready to venture to the four corners of the earth.

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