Pharrell Williams unveils first fragrance for Louis Vuitton

Pharrell Williams is always in the spotlight. The jack-of-all-trades rapper and creative director of Louis Vuitton’s menswear has unveiled his first fragrance for the Parisian luxury label, while he is also fronting the new ad campaign by jewellery brand Tiffany & Co., another LVMH-owned marque, with which Williams recently dropped a collaboration, the Tiffany Titan jewellery collection, inspired by Poseidon’s trident.
  

Williams drew his inspiration for his first perfume, called LVERS (pronounced ‘lovers’), from the bold idea of capturing the sun’s energy and light. For this ambitious project, he teamed up with master perfumer Jacques Cavallier Belletrud, helped also by the latter’s daughter Camille. Cavallier Belletrud became Louis Vuitton’s perfume designer in 2012. His first fragrances for the label were launched in 2016, and he is based at Les Fontaines Parfumées in Grasse, a facility that was bought and entirely renovated by LVMH in 2013.
 
“The sunlight theme that illuminated Pharrell’s first show on the Pont Neuf [in Paris] in June 2023 inspired us to translate photosynthesis into a fragrance. This may seem an abstract concept, but if we reflect on existence, photosynthesis lies at the origin of everything,” said Jacques Cavallier Belletrud in a press release.

To render the power and feel of sunlight, Cavallier Belletrud has picked a combination of fresh olfactory notes, notably the fruity scent of bergamot and the energising feel of ginger, adding the green, invigorating fragrance of galbanum, and blending them with cedar and sandalwood accents to evoke the earth and forests.
 
The perfume is contained in a glass bottle whose golden glow seems to literally radiate scented rays. LVRS is sold with a travel case and a perfume holder that can contain three bottles, featuring the camo motif developed by Williams for his first Louis Vuitton collection.