Cherhez la femme: Louis Vuitton’s Ode to Powerful Femininity

How does a Louis Vuitton woman smell? What would she choose if she were bold, untamed, and always poised for her next great adventure? Independent. Audacious. Fearless. That was the starting point for eLVes, the latest olfactory chapter from Louis Vuitton, composed by in-house Master Perfumer Jacques Cavallier Belletrud. A contemporary floral laced with striking amber accents, it’s a scent that speaks to the modern heroine.

“The radiant, determined personalities of the women who have moved society forward guided me,” explained Jacques Cavallier Belletrud at an intimate preview for press and friends of the house, held in a private mansion just steps from the iconic Place Vendôme. “Louis Vuitton has always been a multicultural Maison that honours the eternal feminine — across cultures, across distinctions — with a particularly French sense of playfulness and Parisian elegance.” His tribute takes the form of a luminous composition: layered, spontaneous, joyful. “I believe in representative perfumery,” he added, “one that conveys emotions and values, that offers something meaningful — a way for everyone to write their own story.”

At its heart: the rose, eternal symbol of triumphant femininity. Cavallier Belletrud pairs Bulgarian rose absolute with a rare CO2-extracted Centifolia rose, exclusive to Louis Vuitton. But the real breakthrough? Lily-of-the-valley — long a “silent flower” in perfumery — now speaks, thanks to an unprecedented extraction process developed in Grasse. Its delicate, bell-shaped blooms entwine with the rose’s sensual curves, adding freshness and nuance like a whispered secret.

This radiant bouquet is further uplifted with juicy blackcurrant, sun-drenched peach, and a creamy touch of coconut milk, lending a delicious lightness. Cavallier Belletrud then introduces an unexpected tension: the warm embrace of CO2-extracted cinnamon and ginger balanced by the clarity of Ambroxan, a crystalline amber note that lends modernity and sensual resonance. A final flourish of patchouli grounds the composition, anchoring its brightness in something deep, earthy, and enduring. The result? An olfactory anthem for those who look ahead — and dream big.

The bottle, in Louis Vuitton’s signature cylindrical silhouette, reveals a vibrant purple essence that dances between sky and earth. A tribute to the Maison’s savoir-faire, it can be paired with an elegant travel case in black lambskin leather and ebony Monogram canvas — a final nod to the spirit of freedom that inspired it all.

Courtesy: Louis Vuitton

Text: Lidia Ageeva