As the sun’s rays begin to creep in for summer once again, Louis Vuitton looks to those effervescent dog day afternoons and heatwave nights for its latest men’s fragrance line, honing in on California’s sprawling beaches and saccharine hues for inspiration.
Taking its cue from the West Coast’s weather, attitude and nature, the three new fragrances – Sun Song, Cactus Garden and Afternoon Swim – come in a triptych of pop colours chosen to represent the sun, sky, gardens and sea. While each fragrance balances these reference points within its individual scent: Sun Song pulls from orange blossom, Cactus Garden distils maté tea into a scent and Afternoon Swim captures the zest of a freshly-ripe orange.
In tune these sun-kissed textures, Louis Vuitton recruited LA multimedia artist Alex Isreal to create special packaging that paired each fragrance with artwork capturing the spirit of its scent and touchstones of LA culture. Known for his large, vibrant paintings of abstract gradients and clear blue skies, here Isreal translates his aesthetic into vibrant packaging that pays homage to the City of Angels: from the Pacific Ocean’s surf-worthy waves to those iconic Saguaro cacti.
“I dreamed of creating a perfume with airiness,” says Master Perfumer Jacques Cavallier Belletrud. “Locating the sensitive frontier between a pleasant but fleeting summer eau and the permanence of a perfume that expresses itself on the skin over time. Sun Song, Cactus Garden and Afternoon Swim are the colours of summer and of endless summer nights which they extend because I created them with the same respect as great perfumes, with rare and natural raw materials whose qualities are exceptional. These are perfumes of light, with notes that burst to reveal all their inherent naturalness.”
The new Louis Vuitton fragrance line is available here.