Louis Vuitton has announced its very first fragrance film campaign, showcasing two Academy Award-winning talents:
House Ambassador Emma Stone and Director Sam Mendes.
The vibrant short film looks at the different moments and emotions in a woman’s life journey, reflecting the spirit of travel and passion that is central to Louis Vuitton’s values. The changing backdrops also evoke the contrasting personalities of the exceptional perfumes within the Louis Vuitton fragrance collection.
“I am proud to unveil our first fragrance short film starring the incredibly talented Emma Stone. This marks another milestone to the success of our fragrance collection.” Michael Burke, Chairman & CEO Louis Vuitton.
As well as being Louis Vuitton’s first fragrance film, this is a first collaboration for the House with acclaimed British Director Sam Mendes assisted by Director of Photography Hoyte Van Hoytema. Mendes was delighted to work with Emma Stone, whom he has previously directed at Broadway in his revival of the musical Cabaret. Winner of the Academy Award for Best Actress in 2017 for her role in Damien Chazelle’s La La Land, Stone brings her versatile presence and sparkling charm to the multi-facetted portrayal of a woman in this short film.
Director Sam Mendes
An acclaimed theatre director, Sam Mendes made his spectacular movie in 1999 with American Beauty. The film won five Academy Awards including Best Picture and Best Director for Mendes. A leading light of contemporary cinema, he is equally at ease with psychological drama (Revolutionary Road, Jarhead)
or with spectacular productions, including the two highly successful latest episodes of the James Bond franchise, Skyfall and Spectre. He continues to work in theatre, both at Broadway and on London’s West End.
Attrape-Rêvest, the Ninth Parfum from the Les Parfums collection by Louis Vuitton
Louis Vuitton’s master perfumer Jacques Cavallier Belletrud, fascinated by the trace of such fleeting moments that you wish you could keep forever, dreamed up an enchanting composition: a jubilant perfume that stirs all the senses and celebrates our capacity to experience awe.
To grasp what is impossible to capture. To photograph the natural mirages we envision constantly. In his quest to embody waking dreams from far-flung explorations, the perfumer Jacques Cavallier Belletrud found the olfactory direction for Attrape-Rêves. Such a composition would never settle for a conventional beauty. It needed an explosive fragrance trail; one that was vibrant and surprising in equal measure.
Inspired by the euphoria one feels when gazing at a burst of shooting stars, he let himself be guided by an African cacao flower of absolute purity. A raw material, treated in Grasse, that distills regressive, animalistic inflections. To airy cacao, he added a bouquet of peony, delicate flower with thousand petals, fresh and luminous.
Middle note: patchouli, lychee, and Turkish rose
He reinforced the power of the duo by pairing it with the slightest touch of essence of patchoulol, the noble, modernized heart of patchouli. Even then, settling for a gustatory fragrance was out of the question. Like an olfactory about-face, lychee and Turkish rose absolute created an unexpected and purebred elegance.
Base note: ginger and bergamot
He also used ginger and bergamot like flavor enhancers, to amplify this extraordinary perfume’s contrasts and freshness. “Each plays its role without ever overpowering the other,” Jacques Cavallier Belletrud explains. “It’s a dialogue between precious ingredients that, in theory, have no reason to cohabit. And yet, on the skin, they converse, interfuse, crepitate and command attention”.
Attrape-Rêves is available in refillable, customizable bottles of 100ml and 200ml. In order to keep the fragrance close, wherever the journey may lead, there is also a 7.5ml travel spray that comes with four magnetic refills.
The perfume can also be housed in a sleek leather case crafted in Louis Vuitton’s workshops, marked with a choice of initials. These cases – available in natural leather, Monogram canvas as well as white, black, rose ballerine and freesia Epi leather – perfectly encapsulate each perfume ensuring they travel in style.
Conceived for collectors who wish to experience seven of the nine creations in this line, this miniature set contains seven perfumes in irresistible “discovery” sizes (10ml) that travel anywhere with ease.