Louis Vuitton’s 2025 fragrance release, eLVes, marks a breakthrough in modern perfumery. Master Perfumer Jacques Cavallier Belletrud has captured the elusive scent of lily-of-the-valley using cutting-edge technology developed in Grasse, France. Traditionally a “silent flower” due to its resistance to extraction, lily-of-the-valley now takes center stage in a composition that also includes blackcurrant, peach, and a warm base of coconut milk.

This fresh, radiant perfume is housed in Louis Vuitton’s signature cylindrical bottle, rendered in a glowing violet gradient that evokes mystery and femininity. Available with an optional monogrammed travel case, eLVes is as much a design object as it is a personal fragrance.

Inside the Scent: A Composition in Three Movements

• Top Notes: Juicy blackcurrant and ripe peach offer a luminous opening.
• Heart: A pioneering rendering of lily-of-the-valley brings softness and green clarity.
• Base: Creamy coconut milk and soft musk leave an intimate, skin-close trail.

The balance between fruit, floral, and gourmand elements makes eLVes unique in its versatility. It performs well from day to evening and evokes a feeling of modern enchantment.

Naming and Narrative

The name “eLVes” cleverly embeds the brand’s initials (LV) within a term associated with fantasy, independence, and nature. Much like its wearer, eLVes walks between worlds — reality and magic, tradition and innovation.

Louis Vuitton’s campaign for eLVes features women in unguarded moments of joy and confidence, reflecting a fragrance designed for those who embrace their individuality. It aligns perfectly with the brand’s shift toward experiential luxury, where scent becomes a language of self-expression.

Jacques Cavallier Belletrud’s Vision

With eLVes, Cavallier continues to evolve his artistic direction for Louis Vuitton. Since launching the house’s fragrance line in 2016, he has prioritized innovation in both concept and extraction techniques. eLVes is the first to employ Grasse’s new molecular capture technology, allowing perfumers to bottle floral notes that were previously impossible to reproduce.

This places eLVes at the intersection of science and artistry, bridging centuries-old French perfume tradition with futuristic sensory design.

Packaging and Presentation

In keeping with Louis Vuitton’s visual identity, the eLVes bottle maintains its classic cylindrical silhouette but now glows with soft violet hues. The travel case option — crafted in black lambskin with violet microfiber lining — reinforces the brand’s luxury DNA and adds tactile elegance.

Collectors and loyalists will recognize this perfume as an object of beauty, ideal for display or gifting.

Fragrance and Identity in 2025

Perfume in 2025 serves as a personal signature more than ever. eLVes aligns with current trends that favor:

• Soft skin scents over bold projections
• Eco-conscious, ingredient-transparent formulas
• Feminine storytelling without clichés

Its romantic yet subtle profile makes it suitable for a variety of wearers — from creatives to executives, from travelers to quiet dreamers. It’s a scent not just of the moment, but of the feeling of the moment.

Impression

With eLVes, Louis Vuitton has created a fragrance that feels both elemental and extraordinary. It harnesses nature, mythology, and innovation to craft a wearable poem for the senses. As the brand continues to shape its olfactory identity, eLVes will stand out as a definitive creation for those who believe in haute as personal ritual.

This is more than perfume. It’s a new chapter in the story of modern femininity — graceful, evolving, and entirely unforgettable.

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