With a new fragrance collection for Louis Vuitton, Master Perfumer Jacques Cavallier Belletrud reinvents the smell of masculinity.
“I was dreaming about perfumes that a woman would love to smell on a man. I wanted to create a unique personality for our fragrances, not only something sporty or trendy. I also wanted to pay homage to the adventurer on a journey of self-discovery and invoke the energy of his skin. The aim was to compose a fragrance that both captured the energy of this historic moment yet remains timeless.”
“Gender is important in perfumery, but it is no longer as important as it once was. In my opinion, smell has no sex.
“I noticed that a lot of men bought our fragrances for women but also for themselves. The perfume market is full of all the stereotypes of masculinity. I wanted to break this.”
“If we look at fashion for men today, we see colors, flowers and freedom. Men are more disruptive, less classical. Clothes and accessories are more creative than ever before. I think it is time for men’s perfumes to be in the same mood. Perfumery for men is evolving, like fashion.” 100 ml for $240, 140 NE 39th St., 305.573.1366, louisvuitton.com